This week marks the end of the usability testing. After the methodology document was written, it was necessary to test to see if the theory stood up to practice.
The testing was broken down into two phases. Phase One was an emotional engagement test. Research has shown that it is common in the advertising world to measure participant's emotional engagement level so they may be grouped into sets of high, medium and low emotional engagement. Doing so allows a greater understanding of the results gathered.
To measure baseline emotional engagement, users were shown adverts for three brands, whilst being video recorded. The video recording was then run through FaceReader 6 software which gave a readout on the emotional response of the participant, who were then grouped accordingly.
Originally it was proposed that a Neurosky Mind Reader would be used, which measures brain waves to gauge emotional engagement. However, the group had issues getting this to work. As a results, the FaceReader 6 software was used instead.
Phase Two of the testing was a standard usability test. Afterwards, however, the video recording made of the participants was run through the FaceReader 6 software to measure emotional engagement. The purpose of this was to see if participants grouped as high, medium or low engagement produced similar readings. If this was the case, it could be strongly argued that pre screening participants for their emotional engagement is worthwhile, and helps to contextualise the results gained from usability testing.
In addition to making participants watch adverts and partake in usability testing, participants were asked their thoughts on both the brands featured and their overall perception of brands general. This was measured before viewing the adverts, after viewing, and after UX usability testing.
Results of the testing will be analysed this coming week.
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