COINs 2013 Course Project 9 Report
Exploration of Methods to Measure Emotional Responses to User Interfaces: A Case Study on Citrix’s GoToMeeting Emanuel Castillo, Priscilla Mendoza1*, Bhavika Shah2*, Yulia Tammisto University of Cologne, Albertus-‐Magnus-‐Platz, Cologne 50923, Germany Savannah College of Art and Design, 3116 Montgomery Street, Savannah 31401, USA Aalto University School of Business, Runebrtginkatu 14-‐16, Helsinki 00100, Finland
Abstract Online social communities are an invaluable avenue for understanding user emotions. In this paper, our collaborative innovation network (CoIN) describes our attempt to find methods suitable for measuring user emotions through sentiment analysis of online data. Our aim was to develop a methodology that could help companies use customer reviews and posts from social media platforms to spot insights for improving product strategy and thus performance. In order to conduct the analysis of the data, we tested a number of social network data gathering and sentiment analysis tools to be able to choose the few that were the most suitable for measuring emotions. During testing, we quickly saw the shortcomings of the quantitative sentiment analysis tools and therefore searched for sentiment analysis tools that would analyze qualitative data in order to capture the full meaning of each review and post. The findings developed into new opportunities specifically for Citrix’s GoToMeeting product team, but can potentially be expanded to other companies using social network analysis and sentiment analysis on their customers’ online reviews and posts to understand and process their information. Keywords: Social Network Analysis, Sentiment Analysis, Qualitative Sentiment Analysis, User Interface, Emotions, Corporate Identity, AC2ID Test
* Corresponding author. Tel.: +1-‐912-‐306-‐6919 E-‐mail address: priscila.mendoza.lopez@gmail.com * Corresponding author. Tel.: +1-‐281-‐217-‐0019 E-‐mail address: bhavika1204@gmail.com
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