1. “Yours is better!” Participant Response Bias in HCI Nicola Dell 1 Vidya Vaidyanathan 2 Indrani Medhi 3 Edward Cutrell 3 William Thies 3 1 University of Washington 2 San Jose State University 3 Microsoft Research India

2. HCI is expanding and diversifying 2

3. There are large differences between the people being studied and those studying them 3

4. Demand characteristics are aspects of a study that convey the investigator’s hypothesis to participants 4

5. Demand characteristics may result in participant response bias 5

6. 6

7. Response bias can influence the outcome of studies with human participants 7

8. What about demand characteristics in HCI? 8

9. How do social and demographic factors influence demand characteristics? 9

10. Let’s design an experiment to explore demand characteristics in HCI 10

11. Let’s design an experiment to explore demand characteristics in HCI 11 Completely identical video clips

12. Observe participants interacting with technological devices 12

13. Interview Script “Thank you for participating in my experiment. I am a computer scientist and I'm trying to improve video players on mobile phones. I want you to watch a short video on these two phones and tell me which one looks better, or if they look the same. The same video will play on both phones, but this phone uses my new player [indicate phone]. Please tell me your honest opinion and please concentrate because I will play each video only once. Do you have any questions? Ok, watch this one first. This one uses my new player [play video]. Now watch this one [play video]. Which one do you think looks better or do they look the same? Why? Thanks very much!” 13

14. Two different interviewers Foreign interviewer and local interviewer 14

15. Participants: Auto rickshaw drivers 250 male participants aged 19 to 72 (M=37, SD=11.2) 15

16. Conditions tested with the identical video clip Rickshaw Drivers Foreign Interviewer (+ translator) 50 participants Local Interviewer 50 participants 16

17. Participant Responses 17 Number of people Foreign Interviewer Preferred interviewer’s video Preferred other video Thought videos looked the same

18. Participant Responses 18 Number of people Foreign InterviewerLocal Interviewer Number of people Preferred interviewer’s video Preferred other video Thought videos looked the same

19. Demand characteristics can result in substantial participant response bias 19

20. Demand characteristics can result in substantial participant response bias Social and demographic factors influence the amount of response bias 20

21. 21 What happens if the two clips are different?

22. 21

23. What happens if the two clips are different? 21

24. What happens if the two clips are different? 21 Interviewer always associated to the low-quality clip

25. Conditions tested with the degraded video clip Rickshaw Drivers Without association50 participants Foreign Interviewer (+ translator) 50 participants Local Interviewer 50 participants 22

26. Preferred low-quality video Preferred high-quality video Thought videos looked the same Participant Responses 23 Number of people Without association

27. Preferred low-quality video Preferred high-quality video Thought videos looked the same Participant Responses 23 Number of people Foreign Interviewer Number of people Without associationLocal Interviewer Number of people

28. The characteristics of the interviewer can determine the outcome of the study 24

29. Explaining participant responses 25

30. Explaining participant responses “The quality of the background color and figures is too light in that player while the quality of the color and graphics is better in [your] one. Will [your] new player be introduced in the market?” 26

31. Explaining participant responses “I prefer this one (associated) because the other one wasn't clear at all. This one was fully clear. I can definitely show you the difference if we watch them together. I've given you my honest opinion, so please don't be cross with me if it wasn't the right one.” 27

32. Detailed and insightful participant comments can’t be taken at face value 28

33. What about other participant groups? 200 male university students aged 19 to 41 (M=25, SD=3.8) 29

34. Responses with university students 30 Identical videos: 2:1 response bias

35. Responses with university students 30 Identical videos: 2:1 response bias Degraded videos: order of magnitude difference

36. Responses with university students 30 Identical videos: 2:1 response bias Degraded videos: order of magnitude difference “I feel that in the newer version which you have coded, whenever there was a significant color contrast between two parts of an image, your version was somewhat smoother and less pixelated.”

37. There is still substantial response bias in studies with peers 32

38. Limitations 33

39. Limitations Presence of a translator for some interviews 34

40. Limitations Presence of a translator for some interviews The effects of social status and ethnicity will vary from culture to culture 35

41. Limitations Presence of a translator for some interviews The effects of social status and ethnicity will vary from culture to culture Many other aspects of demand characteristics 36

42. What can we do to minimize demand characteristics in HCI? 37

43. What can we do to minimize demand characteristics in HCI? Be aware that response bias affects all studies 38

44. What can we do to minimize demand characteristics in HCI? Be aware that response bias affects all studies Dissociate from a particular design or solution 39

45. What can we do to minimize demand characteristics in HCI? Be aware that response bias affects all studies Dissociate from a particular design or solution Minimize the differences in social status between investigators and participants 40

46. What can we do to minimize demand characteristics in HCI? Be aware that response bias affects all studies Dissociate from a particular design or solution Minimize the differences in social status between investigators and participants Use triangulation to validate data collected 41

47. Demand characteristics influence the outcome of studies with human participants 42

48. “Yours is better!” Participant Response Bias in HCI Nicola Dell 1 Vidya Vaidyanathan 2 Indrani Medhi 3 Edward Cutrell 3 William Thies 3 1 University of Washington 2 San Jose State University 3 Microsoft Research India nixdell@uw.edu http://cs.washington.edu/homes/nixdell