This document provides an overview of using inductive content analysis to structure information without user research. It describes analyzing viewer comments on meditation videos by tagging them with keywords, grouping related tags into themes, and naming the themes. These same techniques can be applied to an existing website's content inventory by tagging pages, identifying related tags, and naming the resulting categories. The process involves tagging entries individually, building categories from related tags, and potentially reviewing the analysis with others.
9. 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
9
12. 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 ! ! !
16. Inductive Content Analysis
❖
Tag
…each item with its major keyword(s)
❖
Group
…related keywords
❖
Name
…groups (themes)
It is IA.
(Just without the user studies.)
17. 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 ! ! !
18. 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 ! ! !
19. Group related keywords
twitch
thank you
amazing
music
tingle/tingling
blessing
beautiful
sound
sleep paralysis
blessings
excellent
vibrating
shivers
goosebumps
dancing
energy
brain massage
body
spine
head
eyes
awesome
20. Name the themes
Thanks
Overall
Features
twitch
thank you
amazing
music
tingle/tingling
blessing
beautiful
sound
sleep paralysis
blessings
excellent
Physical
vibrating
shivers
goosebumps
dancing
energy
brain massage
body
spine
head
eyes
awesome
21. Final comment structure
❖
The Video or its
Creator
❖ Subjective
Experience
✦
Impressions
✦
Relaxation/sleep
✦
Thanks/
blessings
✦
Health/wellbeing
✦
Specific features
✦
✦
Question
Physical effects
and sensations
✦
Focus/activities
✦
Being
“elsewhere”
✦
Drugs/alcohol/
herbs
✦
Anger/fear
Humour
✦
❖ Response
Others
to
✦
Advice,
explanation and
support
✦
Reflection
22. The paper
Meditations on YouTube
Elizabeth Buie and Mark Blythe
@ebuie
@markblythe
Northumbria University
Department of Media and Communication Design
24. Start with the content inventory*
*Assumes redoing an existing site, but the technique should work for a new site as well.
25. 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)
26. 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
27. Build the categories
❖ Identify
and group
related tags
❖ Experiment
with
the groupings
❖ Name
the
categories
s
IA
n
k
w
o
h
w
o
th
w
is
s.
rk
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34. 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
Photo credit: Crosathorian on Flickr (http://www.flickr.com/photos/facing-my-life/) – Used under Creative Commons licence
Photo credit: David Goehring (carbonnyc) on Flickr (http://www.flickr.com/photos/carbonnyc) – Used under Creative Commons licence
Photo credit: William Warby (http://www.flickr.com/photos/wwarby/) – Used under Creative Commons licence
Photo credit Gerd Altman on Pixabay: http://pixabay.com/en/users/geralt/ – Used under Creative Commons licence
Photo credit smlp.co.uk on Flickr (http://www.flickr.com/photos/biscuitsmlp/) – Used under Creative Commons licence
Photo credit: Elizabeth Buie (setting: US National Gallery of Art, East Wing)
Photo credit: Wilson Alfonso on Flickr (http://www.flickr.com/photos/wafonso/)
[notes about the purpose of the paper]
I harvested comments from the selected videos, aiming for a rich sample rather than a representative one.
I did a word cloud of the 1000 most frequent words in the comments, after spell checking the set. I’m not sure this cloud shows all 1000, but you can see there are a lot.
These are the top 150 words.
Here are the steps in inductive content analysis. I’m going to show you what I did with the viewer comments and then explain how I think the technique can apply to IA projects.
Here is a tiny sample of comments. It’s not a random sample, but shows some comments that have related keywords.
Here is the sample, with keywords underlined.
(I also flagged whether each was positive, negative or neutral/ambiguous, but that doesn’t apply to IA.)
Grouping the keywords allowed me to identify themes in the comments.
I presented the paper at the 2013 Designing Pleasurable Products and Interfaces conference, held in Newcastle upon Tyne last September. (This conference really needs a new name. :-)
Buddha statue photograph by Daniela Hartmann, retrieved from Flickr and used by permission under Creative Commons licence
Laptop photograph by Elizabeth Buie
Video image on laptop from “Buddhist Chant - Shingon”
Here are some thoughts about how this technique might be useful to an IA effort.
This is a partial content inventory of the bristol.gov.uk website, taken from the site map.
After you’ve prepared the sanitised spreadsheet, try sorting it alphabetically by page name. This will reduce the chances that the current site structure will unduly influence your tagging.
One beauty of the Web is that content can sit in more than one place. Unlike most card sort methods I’ve seen, this technique allows for that.
When you give each entry a single tag, you can treat the tags independently and group and sort them in ways that make sense.
Tag image by Nemo, obtained from Pixabay, public domain - http://pixabay.com/en/blue-sticker-tag-tags-cloths-36821/
As IAs, we already know how to do this part. We can use spreadsheets, sticky notes, card-sorting software — whatever works for us.
Photo credit: Elizabeth Buie. Setting: Washington DC.
You’re probably thinking that this sounds essentially like a one-person card sort.
Tagging is what makes it different.
Photo credit: Mike Pennington, http://www.geograph.org.uk/photo/1011825. Used under Creative Commons.
This method involves unpicking the content quite a bit more than we usually do. We see more of the details and become less influenced by the existing structure.
Photo credit: Elizabeth Buie. Setting: Washington DC.
Get some input if you can.
Ideally, a colleague would use the technique independently, and then you’d consolidate results. of Two Friends. From Wikimedia Commons: http://en.wikipedia.org/wiki/File:Jacopo_Pontormo_-_Portrait_of_Two_Friends_-_WGA18109.jpg
Maybe you can get someone to review your tagging, grouping and naming.
Artwork: Jacopo Pontormo, Portrait of Two Friends. From Wikimedia Commons: http://en.wikipedia.org/wiki/File:Jacopo_Pontormo_-_Portrait_of_Two_Friends_-_WGA18109.jpg
Failing even that, see if you can have someone do independent tagging, and add their keywords to your list before you start grouping.
Artwork: Jacopo Pontormo, Portrait of Two Friends. From Wikimedia Commons: http://en.wikipedia.org/wiki/File:Jacopo_Pontormo_-_Portrait_of_Two_Friends_-_WGA18109.jpg
Now you have a draft IA that you can try out. It may not be as good as what you could have obtained with a user study, but it’s a start.
I’d like to see someone try card sorting with tags rather than larger bits of content, and see what happens.
Photo credit: Elizabeth Buie. Setting: Halifax, Nova Scotia, Canada