Understanding the Volunteer in VGI

1. Understanding the Volunteer in VGI Christopher J. Parker Spatial SocialCultural Knowledge Workshop 15 June 2010

2. Overview The language of Volunteered Geographic Information Why human factors? Current work Future work Summary Discussion 2

3. Overview 3

4. Overview 4

5. 1 The Language of VGI 5

6. 6 1 The Language of VGI Volunteered Geographic Information The creation of geographic information by largely untrained volunteers (Goodchild 2007) Day 0 Day 10 OSM – State of the Map 2009 6

7. 1 The Language of VGI <ul><li>Volunteered Geographic Information </li></ul>The creation of geographic information by largely untrained volunteers Neogeography Neogeography is the process of take geotagged information (data) and layering it over a map. Information? Geographic Information Geolocated Information 7 Neogeography Consumer Volunteer

8. 1 The Language of VGI 8 www.Rottenneighbor.com www.housingmaps.com

9. 1 The Language of VGI "Digital Earth is an integral part of other advanced technologies including: earth observation, geo-information systems, global positioning systems, communication networks, sensor webs, electromagnetic identifiers, virtual reality, grid computation, etc. It is seen as a global strategic contributor to scientific and technological developments, and will be a catalyst in finding solutions to international scientific and societal issues” http://en.wikipedia.org/wiki/Digital_Earth 9

10. 1 The Language of VGI 10 (Elwood 2008; Crampton 2008; Wozniak 2009; Zook, Graham 2007; Tulloch 2008; Aberley, Sieber 2010)

11. 1 The Language of VGI Neogeography PGIProfessional Geographic Information VGIVolunteered Geographic Information VGLIVolunteered Geo-Located Information 11

12. 1 The Language of VGI 12

13. 1 The Language of VGI 13 PGI VGI VGLI

14. 2 Why Research Human Factors? 14

15. 2 Why Research Human Factors To date little research in this area Focusing on human issues may allow for higher ‘value’ Net benefits over net sacrifices (Zeithaml 1988) Need to address the issues of usability of VGI products Useful, usable, satisfying to use 15

16. 2 Why Research Human Factors Usability A set of attributes that bear on the effort needed for use, and on the individual assessment of such use, by a stated or implied set of users (ISO 9126) Human Factors A philosophy based on the needs and interests of the user, with an emphasis on making products usable and understandable (Norman 2002) 16

17. 3 Current Research 17

18. 3 Current Research The nature of VGI users Who is producing VGI? What are the relationships between users? What data flow exists between users? The value of VGI to users What perceptual benefits may be received from the use of VGI? What concerns or tensions are felt by users of VGI which may affect the user experience of VGI systems? How do different types of users perceive the information they are producing/ utilising? How do the theories of consumer value associate with user perceptions of VGI? 18

19. 3 Current Research 19

20. 20 3 Current Research 15 respondents OpenStreetMap Google Maps GI Professionals Semi structured interviews Focused on Personal Value ‘snowball’ non-probability sampling In depth analysis with NVivo 8 Thematic analysis; 208 salient themes Compared stakeholder groups against one another Creation of a Rich Picture from results 20

21. 21 3 Current Research

22. 22 3 Current Research Consumers select their map product to best fit their circumstances with little loyalty to the brand: Apart from using it like everybody does in terms of looking for places and directions, I’ve used Google My Maps, at the moment mainly for my own use... I’ve used it in a work context because I was trying to organise a meeting.

23. 23 3 Current Research Special Interest Mapping Groups (SIMGs), contributors (SIMGCs) and professionals are particularly vested in the use of their groups’ map: I’ll often check out to see if the local CTC has a website [same map project involved in] to see what’s on there. And being able to find where the tea places are in the locality is quite useful.

24. 24 3 Current Research SIMGCs produce data for group members and external parties to use their data: It’s mainly just a project to collect data... we hope other people will use it for whatever they feel free to use it for.

25. 25 3 Current Research SIMGCs are less concerned about inaccuracies as they have a vested interest in improving the data - seeing gaps as opportunities: It has its faults but there are no glaring errors... It’s very much if you don’t like it you can fix it yourself which appeals to my, well, sense of working I suppose.

26. 26 3 Current Research SIMGs and professionals can be in constant tension with each other as their agendas and ideologies do not necessarily fit with each other. It kind of annoys me that Google are potentially using the same kind of idea. [OpenStreetMap SIMGC]

27. 27 3 Current Research Between professional bodies, business rivalry may exist but they work alongside each other. I will be chatting to my opposite number at Microsoft, and my opposite number at Google... we shouldn't even be friendly for Christ's sake according to the old fashioned rules of how you do business, and those old fashioned rules don't really apply any more.

28. 3 Current Research The main stakeholder groups are identified Consumers, Special Interest Mapping Groups Local Communities Professionals The Rich Picture effectively provided context to the research outcomes and represented stakeholder relationships in an easily accessible fashion. Different stakeholders will perceive elements of VGI very differently, based on which stakeholder group they may be identified with. If considering value as the improvement to a stakeholder’s condition through utilising VGI, a salient increase in stakeholder value can be observed in all functional and work related perceptions The implication of this work should be to provide a framework of VGI stakeholders to be utilised within future user-centred VGI research 28 28

29. 4 Future Research 29

31. 4 Future Research What is the ‘value’ of volunteered data to the user in terms of benefit over and above professional data? What is the perceived benefit to the user of combining VGLI with PGI in a map based product? How does volunteered information impact upon the activities of user communities? What factors influence the users ‘trust’ in the volunteered or professional information presented through the map mashup? 31

32. 4 Future Research

35. 4 Future Research 35 <ul><li>Professional Information

36. Volunteered Geo-Located Information

37. Under different tasks, information has different levels of importance

38. Focus on where the VGLI may have a profound impact on the task at hand to demonstrate potential value of VGLI.</li></li></ul><li>4 Future Research 36 Need information about water courses which may change dramatically Cover diverse information types from simple canals to dangerous white water Accessible, sociable and wide spread All year round Not tied to a single spot Many different forms of information needed for one trip

40. 4 Future Research 38 Part 1 – Data Collection Part 2 – VGI Vs PGI in User Value Volunteered InformationLocal Kayaking group donate information about a selected course (test course) they are familiar with. Using VGLI enhanced productA non-local group is invited to the test course and provided with standard ‘traditional’ information sourced enhanced by VGI about the course. Information Using Standard PGI productA non-local group is invited to the test course and provided with standard ‘traditional’ information sourced enhanced by VGI about the course. Professional Information The ‘professional’ information used by the Kayaking club for the test course is collected to be presented to later participants Information

41. 5 Summary 39

42. 5 Summary Research Aim How volunteered information can be used with professional information to produce products and services of higher user value than either VGI or PGI alone Presented a simple language PGI VGI VGLI Demonstrated how different user types perceive VGI different Proposal of research to demonstrate how volunteered information can provide value to the user over and above professional information 40

43. www.UserGeneratedDesign.co.uk 41 Thank You

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