Trace: A Tool for Measuring Audience Engagement
Author Information
Author(s): Levordashka Ana, Richardson Mike, Hirst Rebecca J., Gilchrist Iain D., Fraser Danaë Stanton
Primary Institution: University of Bath
Hypothesis
Can real-time audience engagement be effectively measured using a web-based media player?
Conclusion
Trace is a user-friendly tool that allows researchers to measure audience engagement in real time during screen-based media consumption.
Supporting Evidence
- Trace was tested with over 200 participants in three studies.
- Participants who reported feeling distracted exhibited more head movement compared to those who felt immersed.
- Trace can be integrated with various behavioral research methods.
Takeaway
Trace is like a special camera that helps researchers see how engaged people are when they watch videos, without interrupting their experience.
Methodology
Trace uses web camera and face detection to anonymously track facial landmarks and expressions to measure engagement.
Potential Biases
The use of a webcam may introduce privacy concerns and potential biases in participant selection.
Limitations
Trace requires a webcam, which may not be available on all devices, and its emotional expression estimations have not been validated across diverse populations.
Participant Demographics
The sample consisted of 215 participants, average age 30 years, with 50% female, 47% male, and 3% nonbinary; ethnically diverse with 66% White.
Digital Object Identifier (DOI)
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