Web site operations how to identify and utilize user sentiment

in usability testing, daily in-depth interviews, seminars and other research, either as host or observer, we will find some interesting phenomenon: users participating in the process, do the meditative state, a sense of loss, a frown, in addition, there will be some body movements, such as shrug, hands folded; and with some changes of tone, as well as, oh, ah. The rich, interesting facial expressions, body movements, and tone and intonation that users show are directly related to many aspects of our research project.

Common emotional scenes in


in the daily research, and user communication mainly in the user recruitment, qualitative research implementation phase:

1) in the recruitment of the user process, especially only heard and not seen the telephone recruitment, we will find that some users speak relatively low, some users more exciting; some users do not speak directly about whether to participate in research, the answer given implied a lot of assumptions, some users are hearty simply agreed to participate in the research (scenario 1);

2) in the implementation process of qualitative research, the user often sends a "well" "Oh" sound, there are some facial expressions and behavior changes, such as frowning, smiling, feeling of relief, shrug etc. (scenario 2).


The tone, tone, facial expression, and body movements displayed by

users are directly related to the user’s emotions and are the expression of the user’s emotional reactions. It is precisely because the user’s emotions are induced to lead to the user’s tone, intonation, facial expressions, body movements and other changes.

identifies emotions and helps to detect problems,


is no stranger to the user user researchers, if users miss more, will affect the whole process of research, so the strong willingness to participate in recruitment to the target user is very important. The mood and intonation changes in the process of user recruitment (situation 1) can be used as one of the positive factors to judge the user’s participation. In other conditions are in line with the screening conditions, give priority to active participation of users, the general attitude of the user can be placed in the standby database, thereby reducing user miss rate. OK, no problem. You send me the address and it’ll be there on time……" "Let’s set this time, and then we’ll be free."……" Through this, two users can perceive the first words, users actively participate in significantly more than second users, the first user is using a "no problem" and "time" commitment to strengthening the positive, and second users implied assumption "free" to consider participating in, therefore, the first priority the user, as a backup second.

The changes in mood, intonation, facial expressions, and body movements (situational 2) can be used as clues for problem mining in

research. Tone, intonation, facial expression, body movements are >

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