Research & Usability
Primary marketing and communications research as well as secondary research of best practices are an important part of well-rounded strategy development. We work directly with clients to assist them with research projects and collaborate with universities, advertising agencies, technology companies and independent businesses on their research needs. Research can range from original quantitative and qualitative studies, to online and offline focus group, social media, usability studies and secondary research on industry trends and topics. Primary research can stem from a variety of industries, but often are universally applicable. Cross-over applications of best practices can provide a fresh perspective and provide your online customers and followers the best services available in the digital realm.
Current Study: 2010 Cross-Cultural Emotional Styles for Online Avatar and Virtual Learning Environments
Currently, I am collaborating with Paul R. Wallace, PhD, of Appalachian State University and his colleague, Fei Gao, who will be replicating the study in China. This communications study will address “affective domain” in online educational environments, particularly using virtual worlds. We will look at cross-cultural differences in communication and feelings indicative in culture as students explore online environments. This study will not only be applicable to higher education environments, but also emotional response to online consumer interactions. While we haven’t solidified our measurement instruments yet, we are considering the PAD model (pleasure (P), arousal (A), and dominance (D)) used in consumer studies.
There are two variables with respect to virtual worlds for e-learning that we are interested in:
- In Dr. Wallace’s pilot study he found high-context (HC) communicators (participants from Asia tend to be more HC) to prefer learning spaces that resemble real life classrooms. So holding class in a Second Life outdoor field might be very elicit emotions that are very different than those of low-context (LC) students (i.e. Americans) — who rely less on the context / environment than HC students.
- Also in the pilot study he found that HC communicators prefer more non-verbal communication cues than do LC, in the form of avatar gestures. However, there are nuances of HC and LC, and he identified 7 subtypes (4 for HC and 3 for LC). Avatar gestures were more important for the HC types of “respectful” and “feeling”, and also for the LC type of “colorful” communicators. Therefore, he believes that using a PAD assessment comparing avatar gestures within a cross-cultural study might reveal some patterns that will be useful as virtual environments become more prominent in education.
This study will be conducted June through August 2010. Stay posted for results!
If you have an interest in conducting a primary research project by, or in collaboration with, Raven, please contact Elizabeth Scott at 502-931-9000.
