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Towards a Model of Understanding Social Search
1. Photo Credit: David Wild
Towards a Model of
Understanding Social Search
Brynn M. Evans Ed H. Chi
UC San Diego PARC
CSCW 2008 bmevans@cogsci.ucsd.edu echi@parc.com Nov 11, 2008
7. social search : an umbrella term used to describe
search acts that make use of
social interactions with others.
8. social search : an umbrella term used to describe
search acts that make use of
social interactions with others.
Where those interactions may be:
• explicit or implicit,
TWIDALE; MORRIS GLANCE; GOLDBERG; RIEDL; SMYTH
• co-located or remote,
KUHLTHAU; TWIDALE; WILSON
• synchronous or asynchronous.
9. What are we trying to do?
goal : Learn about the role of
social interactions in search.
method : Analyze 150 responses to a
critical-incident survey. (F
LANAGAN 1954)
10. The Survey
Mechanical Turk -- micro-task market
(KITTUR, CHI & SUH, 2008)
27-question critical-incident questionnaire
on people’s most recent search experience.
12. The Survey
We sought the context and purpose of the search experience.
BEFORE
DURING
AFTER
13. The Survey
We sought the context and purpose of the search experience.
• when did the episode occur?
BEFORE • what were you doing before the search?
• did you talk with anyone prior to searching?
DURING
AFTER
14. The Survey
We sought the context and purpose of the search experience.
• when did the episode occur?
BEFORE • what were you doing before the search?
• did you talk with anyone prior to searching?
DURING • what steps did you take in your search?
• did you interact with anyone?
AFTER
15. The Survey
We sought the context and purpose of the search experience.
• when did the episode occur?
BEFORE • what were you doing before the search?
• did you talk with anyone prior to searching?
DURING • what steps did you take in your search?
• did you interact with anyone?
• what did you do immediately after?
AFTER
• did you share your results with anyone?
16. Subject Sample
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics
17. Subject Sample
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics
18. Subject Sample
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics
19. Subject Sample
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics
20. Subject Sample
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics
22. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
GATHER REQUIREMENTS refining
the
FORMULATE REPRESENTATION requirements
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
23. Before Search
externally-motivated self-motivated framing
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
GATHER REQUIREMENTS refining
the
FORMULATE REPRESENTATION requirements
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
26. externally-motivated searchers self-motivated searchers
specific request from a boss, self-initiated search for personal or
customer, or client work related information
Photo Credit: tuexperto_com5
27. externally-motivated searchers self-motivated searchers
specific request from a boss, self-initiated search for personal or
customer, or client work related information
Photo Credit: tuexperto_com5
Photo Source: Peter Voerman
28. Before Search
externally-
framing motivated self-motivated
the context users users
31% 69%
search
preparation
29. Before Search
externally-
framing motivated self-motivated
the context users users
31% 69%
GATHER REQUIREMENTS
refining the
requirements
FORMULATE REPRESENTATION
30. Before Search
externally-
framing motivated self-motivated
the context users users
31% 69%
GATHER REQUIREMENTS SOCIAL INTERACTIONS
refining the
requirements
43% users
FORMULATE REPRESENTATION
31. Before Search
externally-
framing motivated self-motivated
the context users users
70%
31% 30%
69% SOCIAL INTERACTIONS
GATHER REQUIREMENTS SOCIAL INTERACTIONS
refining the
requirements
43% users
FORMULATE REPRESENTATION
32. Before Search
framing externally-motivated self-motivated
the context users users
70% 30% SOCIAL INTERACTIONS
refining the GATHER REQUIREMENTS
requirements
43% users
FORMULATE REPRESENTATION
REASONS
FOR
BEING
SOCIAL
33. Before Search
framing externally-motivated self-motivated
the context users users
70% 30% SOCIAL INTERACTIONS
refining the GATHER REQUIREMENTS
requirements
43% users
FORMULATE REPRESENTATION
externally-
REASONS motivated
FOR 1. establish guidelines
BEING
SOCIAL
34. Before Search
framing externally-motivated self-motivated
the context users users
70% 30% SOCIAL INTERACTIONS
refining the GATHER REQUIREMENTS
requirements
43% users
FORMULATE REPRESENTATION
externally- self-motivated
REASONS motivated
FOR 1. establish guidelines 1. establish guidelines
BEING 2. seek advice
3. brainstorm
SOCIAL
4. collect search tips (e.g., keywords, URLs)
35. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
GATHER REQUIREMENTS refining
the
FORMULATE REPRESENTATION requirements
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
37. During Search
3 types of information needs (BRODER 2002)
navigational 28%
step A
step B
Photo Credit: Library of Congress via pingnews
38. During Search
3 types of information needs (BRODER 2002)
navigational 28% transactional 13%
step A step A
step B step B
TRANSACTION
Photo Credit: Library of Congress via pingnews Photo Credit: Jeremy Goldman
39. During Search
3 types of information needs
informational 59%
FORAGING
search
process
“evidence file”
SENSEMAKING
Photo Credit: Children at Risk Foundation
40. During Search
3 types of information needs
informational 40%
FORAGING SOCIAL INTERACTIONS
search
process
“evidence file”
SENSEMAKING
Photo Credit: Children at Risk Foundation
41. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
GATHER REQUIREMENTS refining
the
FORMULATE REPRESENTATION requirements
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
44. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
45. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
ORGANIZE
46. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
ORGANIZE DISTRIBUTE 67% of all users
47. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
ORGANIZE DISTRIBUTE 67% of all users
48. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
ORGANIZE DISTRIBUTE 67% of all users
to proximate 87%
86 to public 2%
2
others users others users
49. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
ORGANIZE DISTRIBUTE 67% of all users
to proximate 87%
86 to public 2%
2 to self 15%
15
others users others users users
50. After Search
search product / end product
72% 28%
TAKE ACTION DO NOTHING
ORGANIZE DISTRIBUTE 67% of all users
to proximate 87%
86 to public 2%
2 to self 15%
15
others users others users users
59% of all users shared information with others
51. After Search
DISTRIBUTE 67% of all users
to proximate 87%
86 to public 2%
2 to self 15%
15
others users others users users
59% of all users shared information with others
externally- self-motivated
REASONS motivated
FOR
1. obligation 1. obligation
SHARING 2. thought others would be interested
3. to get feedback
52. Limitations
What does it mean to be an active social searcher?
What considerations go into seeking help from social networks?
Is social search more useful for certain types of info?
Procedural knowledge? Experience-based knowledge?
How is the experience different for search failures?
Will we see more cases of social outreach during failed searches?
Will searchers exploit all options before admitting failure?
54. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
GATHER REQUIREMENTS refining
the
FORMULATE REPRESENTATION requirements
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
55. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
43% users engaged in pre-search social interactions.
GATHER REQUIREMENTS refining
the
FORMULATE REPRESENTATION requirements
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
56. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
43% users engaged in pre-search social interactions.
GATHER REQUIREMENTS refining
the
reasons for interacting: to get advice, guidelines, feedback,
FORMULATE REPRESENTATION requirements
or search tips
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
57. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
43% users engaged in pre-search social interactions.
GATHER REQUIREMENTS refining
the
reasons for interacting: to get advice, guidelines, feedback,
FORMULATE REPRESENTATION requirements
or search tips
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
3 types of search: informational search provides a
step B step B
process
compelling case for social file”
“evidence search support.
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
58. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
43% users engaged in pre-search social interactions.
GATHER REQUIREMENTS refining
the
reasons for interacting: to get advice, guidelines, feedback,
FORMULATE REPRESENTATION requirements
or search tips
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
3 types of search: informational search provides a
step B step B
process
compelling case for social file”
“evidence search support.
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
59% users engaged in post-search sharing.
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%
others others
59. externally-motivated self-motivated framing
Before Search
searchers searchers the context
31% 69%
SOCIAL INTERACTIONS
43% users engaged in pre-search social interactions.
GATHER REQUIREMENTS refining
the
reasons for interacting: to get advice, guidelines, feedback,
FORMULATE REPRESENTATION requirements
or search tips
28% 13% 59%
During Search
navigational transactional informational
FORAGING
step A step A search
3 types of search: informational search provides a
step B step B
process
compelling case for social file”
“evidence search support.
TRANSACTION SENSEMAKING
search product /end product
After Search
28% 72%
DO NOTHING TAKE ACTION
59% users engaged in post-search sharing.
ORGANIZE DISTRIBUTE
reasons for interacting: thought others might be interested,
to self 15% feedback, out of obligation
to get to proximate 87% to public 2%
others others
61. Before Search,
users need: access resources during preparation
• instant messaging (IM) access
to friends near the search box
Photo Credit: Jeff Hester
62. Before Search,
users need: access resources during preparation
• instant messaging (IM) access
to friends near the search box
Photo Credit: Jeff Hester
During Search,
users need: help evaluating & validating results
• related keywords or search trails
Similar to: GLANCE; SMYTH
• tag clouds from domain experts
Photo Credit: Rooney John
63. Before Search,
users need: access resources during preparation
• instant messaging (IM) access
to friends near the search box
Photo Credit: Jeff Hester
During Search,
users need: help evaluating & validating results MR. TAGGY
• related keywords or search trails
Similar to: GLANCE; SMYTH
• tag clouds from domain experts
Photo Credit: Rooney John
64. Before Search,
users need: access resources during preparation
• instant messaging (IM) access
to friends near the search box
Photo Credit: Jeff Hester
During Search,
users need: help evaluating & validating results MR. TAGGY
• related keywords or search trails
Similar to: GLANCE; SMYTH
• tag clouds from domain experts
Photo Credit: Rooney John
After Search,
users need: facilities for sharing search findings SPARTAG.US (PARC)
• sharing tools built-in to the site or
search page