Guerrilla IA Content Analysis

When You Can’t Do a Card Sort

A Workshop with Elizabeth Buie Northumbria University Newcastle upon Tyne!

@ebuie!© Elizabeth Buie!

New project screams out for some IA love

Send IA

Love!!!

Card sort — not on the cards

No budget

Management don’t believe in it

It’s just you (and the content…)

Inductive content analysis to the rescue! !

Background ❖  Research paper:

analysis of viewer comments on YouTube meditation videos

❖  Purpose: Explore how people experience these videos

❖  Objective: Identify themes in sample of comments

9!

Background: 87 meditation videos

Started with 100 most viewed

10!

Background: 1354 comments (~14 each) ❖  Reading for my exams, and your videos are perfect as background noise, keeps me from

getting too distracted. Thank you.

❖  I happen to find clear skies and bright sunshine depressing, and I have felt this way since early childhood. The sound of rainfall lifts my spirit considerably when the weather is hopelessly stuck in sun mode. [username], you're a humanitarian.

❖  Everything has a vibration. The Earth, Sun, Moon, Your Physical Body. Thoughts are electrical current at which is a wave form or "vibration". It is proven that a specific stages of thought or relaxation your mind produces a specific frequency. Rather then open your mouth with thoughtless speech to text, open your mind to educate yourself to something that has been in existence since before time itself.

❖  His voice just doesn't work for me a good message though

❖  I'm trying to finish my French assignment to this .. I don't think it's going so well .....

❖  shit, I'm trying to awake from my lucid dream

❖  This helped me a lot when i was heavily depressed, it still does.

❖  Atheism was never a religion, not even in the Soviet Union. The belief in God was not permitted in the soviet union because the totalitarian state wanted the people to put their faith in them, and not a God. Atheism is not a static movement with a specific ideology and set of laws. It only means one does not believe in God. It's like saying "I like pie”.

❖  WHOOOAAA ! ! ! THAT WAS INSANELY AWESOME ! ! !

Background: Analysis goals ❖  Identify themes in comments ❖ Organise and categorise themes

Sounds like IA, doesn’t it?

Inductive Content Analysis

❖  Tag

❖  Group

❖  Name

(Just without the user studies.)!It is IA.!

…each item with its major keyword(s)

…related keywords

…groups (themes)!

Tag with keywords ❖ Damn this one made my eyes twitch so much… ❖ … I felt the top of my head tingling … ❖ … my body was in sleep paralysis mode, then my whole body

started vibrating… ❖  .. sent shivers down my spine ❖ got me goosebumps ❖ Felt my spine tingle during it!� Amazing ♥ ❖ Beautiful music my soul and body started dancing by the rhythm of

this music, excellent ❖ So very beautiful I felt so much energy thank you blessings ❖ Oneness blessing , thank you ❖ Amazing sound. Feels like a brain massage. ❖ WHOOOAAA ! ! ! THAT WAS INSANELY AWESOME ! ! !

Tag with keywords ❖ Damn this one made my eyes twitch so much… ❖ … I felt the top of my head tingling … ❖ … my body was in sleep paralysis mode, then my whole body

started vibrating… ❖  .. sent shivers down my spine ❖ got me goosebumps ❖ Felt my spine tingle during it!� Amazing ♥ ❖ Beautiful music my soul and body started dancing by the rhythm of

this music, excellent ❖ So very beautiful I felt so much energy thank you blessings ❖ Oneness blessing , thank you ❖ Amazing sound. Feels like a brain massage. ❖ WHOOOAAA ! ! ! THAT WAS INSANELY AWESOME ! ! !

Group related keywords

amazing beautiful excellent awesome!

thank you blessing blessings!

twitch tingle/tingling sleep paralysis vibrating shivers goosebumps dancing energy brain massage body spine head eyes!

music sound!

Name the groups

Overall!amazing beautiful excellent awesome!

Thanks!thank you blessing blessings!

Physical!twitch tingle/tingling sleep paralysis vibrating shivers goosebumps dancing energy brain massage body spine head eyes!

Features!music sound!

The groups become themes.

Final comment structure (main) ❖ The Video or

its Creator ✦  Impressions ✦  Thanks/blessings ✦  Specific features ✦  Question ✦  Humour

❖ Subjective  Experience ✦  Relaxation/sleep ✦  Health/well-being ✦  Physical effects and

sensations ✦  Focus/activities ✦  Being “elsewhere” ✦  Drugs/alcohol/herbs ✦  Anger/fear

❖ Response to  Others ✦  Advice, explanation

and support ✦  Reflection

Applying this technique to information architecture

Start with the content inventory*

*Assumes redoing an existing site, but the technique should work for a new site as well.!

Prepare the data 1.  Duplicate the content

inventory spreadsheet

2.  Eliminate “menu” pages that have no real content

3.  Keep the URLs — you’ll need them to look at the pages

4.  Un-indent; move all descriptors to Column A

5.  Sort the list alphabetically (not shown)

Tag the content ❖ Tag every spreadsheet entry  with its page’s main keyword(s).

❖  If a page needs more than one tag, duplicate its entry.!

❖ Ensure that each entry has a single tag!

Ignore page titles and metadata!

Build the categories ❖  Identify and group  related tags

❖ Experiment with  the groupings

❖ Name the  categories Don’t name them too early!

How is this different?

Tagging!

Detail!

What is an information architecture?

A quick note

An IA is an assumption …

… about how users will discover content

A draft IA needs to be validated …

… as do all design assumptions

Test the draft IA with users

A success story

World IA Day 2014 Bristol

Adam’s challenge

Redesign 150 automobile dealer websites

Current understanding

… from analytics data

Validation of new IA

Time required to find important content

Success! 92% increase in bookings for

test drive!

Your turn — Try it!

www.bl.uk

Your assignment 1.  Tag every entry in the Content Analysis Data

spreadsheet* with its page’s major keyword(s)

2.  If a page needs more than one tag, duplicate its entry

3.  Ensure that each entry has a single tag

4.  Identify and group related tags

5.  Experiment with the groupings

6.  Name the groups/categories

*Download spreadsheets — is.gd/uxleeds26nov15

Discussion

Sanity Check ❖ Analyse in

parallel, consolidate

Could you run this method

in parallel?!

Sorry, mate, no

time.!

Sanity Check ❖ Analyse in

parallel, consolidate

❖ Review your analysis & discuss!

OR! Sorry, mate, no

time.!How about

looking over my work?!

Sanity Check ❖ Analyse in

parallel, consolidate

❖ Review your analysis & discuss!

❖ Tag separately, add to your list!

OR!

OR!

Could you at least help

with tagging?!Sure,

I could do that.!

References ❖ P. Mayring, “Qualitative Content Analysis”:

www.qualitative-research.net/index.php/fqs/article/view/1089/2386

❖ S. Elo & H. Kyngäs, “The Qualitative Content Analysis Process”: www.ncbi.nlm.nih.gov/pubmed/18352969

❖ E. Buie & M. Blythe, “Meditations on YouTube”: ✦  Paper:

leisurelyseekingdoctorate.files.wordpress.com/2013/05/p41-buie.pdf

✦  Slides: www.slideshare.net/ebuie/meditations-on-you-tube

Thank you!