Guerrilla IA - content analysis when you can't do a card sort

Guerrilla IA TechniquesContent Analysis

When You Can’t Do a Card Sort

Elizabeth Buie Northumbria University Newcastle upon Tyne

@ebuie#wiad

New project screams out for some IA love

Send IA Love!!

Card sort — not in the cards

No budget

NO ACCESS TO USERS

Management doesn’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

❖ Goal: Explore how people experience these videos

❖ Objective: Identify themes in sample of comments

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Background: 87 meditation videos

❖ Started with 100 most viewed

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Background: Video themes

New Age (15) Secular (52) Religious (20)

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 ! ! !

1000 top words in comments

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 keywordsamazing 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 themes

Overallamazing beautiful excellent awesome

Thanksthank you blessing blessings

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

Featuresmusic sound

Final comment structure❖ 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

The paper

Meditations on YouTube Elizabeth Buie and Mark Blythe @ebuie @markblythe

Northumbria University Department of Media and Communication Design

Thoughts: 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❖ Duplicate the content inventory

spreadsheet

❖ Eliminate “menu” pages that have no real content

❖ Un-indent; move all descriptors to Column A

❖ Sort the list alphabetically (not shown)

Tag the entries (pages)❖ Tag every entry with its

page’s major keyword(s)

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

❖ Ensure that each entry has a single tag

Build the categories

IAs know how this works.❖ Identify and group

related tags ❖ Experiment with

the groupings ❖ Name the

categories

Tagging!

How is this different?

Details!

Sanity Check

Could you run this method

in parallel?

❖ Analyse in parallel, consolidate

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.

Try it!

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!