Analyzing Cultural Data: Decoding User Needs and Language
Friday, April 19, 2024
How do we structure information in our products so it is intuitive to the user? When the user says they want something “exciting,” “fun,” or “different” – what exactly do they mean? What type of content is most relevant for users? Cultural domain analysis (CDA) includes a variety of techniques used to gather and analyze data to reveal the intricate dimensions that influence user perceptions, behaviors, and preferences. Through hands-on activities, this tutorial will introduce the CDA techniques of free listing and pile sorting cultural data. Participants will receive pre-collected data and “play” with two analysis software packages, Anthropac and FLARES, to identify salient cultural themes, conduct clustering analysis, and create a multi-dimensional model. To truly be “human-centric,” we have to understand the culture and language of our users; CDA offers a rigorous quantitative approach to doing so.