Normalizing standardized usability metrics: a role of locus of control for individual and cultural differences

Maryland B

Sometimes it can be hard to get access to your users directly, and many researchers rely on usability panels or other more accessible substitutes to get quick feedback to inform product decisions. Research with these groups can be a useful source of insights, but can also distort your findings if these respondents differ from your true user population in systematic ways. What if there was a way to correct for these distortions based on actual data? In this talk, I’ll discuss approaches we’ve taken to measuring and correcting for differences based on both individual personality variables like Locus of Control and Tech Self Efficacy and the kind of cultural factors that we see when doing research with audiences in China and Japan.

Design Psychology Senior level