It’s almost Valentine’s Day and you go online to look for a gift to buy that special someone in your life. What will you buy? I posed that question to both men and women in a small research study I conducted recently. And the answers I got surprised me.

When research answers a different question than the one you meant to ask — Actually, the question I thought I was studying was about how much money people would be spending online. I had a theory that if people stated up front what their Valentine’s gift budget was, then they would be more likely to stick with that budget. So I ran two groups: people who were asked how much money they planned to spend before the shopping started, and people who weren’t. And I split both of those groups into men and women to see if there were any gender differences to the budget question.

The budget question was a bust — It turns out that when you ask people what their budget is, it doesn’t affect how much they buy at all, not men, not women. I saw the lack of a trend right away as I started analyzing the data, but then the data told me something totally different.

The gifts that men and women were buying were VERY different. Watch the video first, and then read on:

A disclaimer — This is not a formal research study with statistical analysis. It’s an exploratory study. Having said that, though, I was careful to present everyone with the same instructions, and I had people responding from all over the USA.

So here are the findings – Men picked traditionally romantic Valentine’s gifts, such as flowers, chocolate, and jewelry. Just about all the men picked these traditional gifts. The only slight deviation was one man who said he was buying tickets to dinner and a show. None of the women picked what would be considered a traditional Valentine’s gift. None. The women were purchasing: books, cell phones, pajamas, keychains, TVs….

Does this mean the men are more romantic? — Well, I guess it depends on what you call romantic. The men definitely mentioned love more than the women. The men would say things like:

“I love her a lot”

“I want to show her how much I love her”

“She puts up with me, I want to show her how much I love her”

The women did not talk about love — Except for the one woman that said, “He says he loves me”.  They mentioned that “he will love this gift”, but they did not say how much they loved the guy they were buying the gift for.

The women, however, spent a lot of time trying to find the RIGHT gift for the guy –  They wanted to buy something that “he really wants”. They wanted the gift to have meaning for that guy, not just to have a Valentine’s Day meaning. So you could say they were being romantic –  in their own way.

The gift as a symbol of the relationship — The single women thought about the gift in terms of what it would say about the relationship. If they were still relatively new to the relationship, they were worried about being too romantic or traditional, because they thought this would send too strong a message or put too much pressure on the guy to say he loved her too.

Guys go for showy — The men were definitely drawn to items and pictures that were large and colorful and showy. They wanted to make a strong impression visually with the gift. 6 ft. tall roses, a dozen or even two dozen roses, with all different colors, large boxes of chocolates and the box had to be showy too — these were all things that the guys were looking for when they browsed on the web. One can’t help but think about peacocks:

The male peacock is brightly colored and has beautiful showy plumage to attract the females. The females are called peahens, and they look like this:

There are lots of courting rituals in the animal kingdom, and one can’t help but think that the whole flowers and chocolate and brightly colored boxes, and showy gifts attract the guys because they, in turn,  want to be showy to attract the female.

Take-aways — Here are some take-aways I got out of analyzing the data:

• If you have a flower or candy store online you are mainly selling to men during the Valentine’s season. Make the things you want most to sell large and showy. Use big bright colorful pictures. I would also say to have less choices. The men in the study had to plow through dozens and dozens of choices that all seemed pretty much alike. For Valentine’s day promotions pick a few choices and really highlight them.

• If you are not a flower or candy store, but you sell any other products online, go for the women. Women are shopping during Valentine’s week, but they are shopping for anything and everything that is special for their own guy. Have a special sale during Valentine’s week of products for MEN, but realize that you are actually selling them to WOMEN during this week.

• If you are a guy — women like flowers and chocolates, but they want you and your time even more. Although you probably can’t resist the showy gift, go for dinner or dinner and a show WITH the flowers or chocolate.

• If you are a woman — he’ll appreciate anything you get him, but the most important gift you can give to him is to be REALLY impressed with whatever it is he gets for you. Although you may find this hard to believe, he did NOT just walk into the store and pick out a bunch of flowers. He spent a lot of time agonizing over which gift was the best and most impressive. The gift is really a symbol of how he feels about you, and he longs for you to recognize the impressive show.

Before I close, I want to mention that I ran this study with UserTesting.com’s great service. I was able to formulate the study in a matter of minutes, and recruit men and women in a few more minutes. In a matter of hours I had lots of videos streaming in (affiliate link below).

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So, back to the opening question — Who is the most romantic? What do you think? Write in your vote in the comments section.

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Photo Credit: Katie Ricard

In a previous post on how mood affects your reaction to brands you know (see You Are Most Affected By Brands And Logos When You Are Sad And Scared), I talked about the research from Marieke de Vries of Radboud University Nijmegen, in the Netherlands. De Vries also did research on two types of decision making: a trusting -your- gut intuitive method vs. following a logical, deliberative decision-making process of weighing alternatives and thinking through pros and cons. De Vries was interested in whether one method of decision-making was better than another, and also whether your mood affected the outcome of the decision.

When to use deliberative decision-making — Research by Dijksterhuis shows that when you have simple decision to make you make better decisions when you use a logical deliberative method.

When to use intuitive decision-making – Research by Shiv shows that when you have a complicated decision to make, you make better decisions when you use an intuitive or “gut” method.

Where does mood fit in? — De Vries went further with the research to see if mood had an affect, and found that when you are in a happy mood you rely on your gut instincts more, AND the outcome is that you make better decisions. When you are in a sad mood you rely on your logical decision making AND you make better decisions as a result.

Take-aways — If you are in a good mood and/or are making a complicated decision it is best to trust your intuition. If you are in a bad mood and/or are making a simple decision then use a more deliberative process.

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I’ve been blogging for 1.5 years, although I didn’t really get rolling till about 6 months ago. This was about the time I found Yaro Starak’s wonderful Blog Mastermind training (there’s a link (affiliate) to Yaro and the course in the right sidebar).

Bloggers are an experimental and very social group – One of the things I’ve been amazed at in the last few months as I’ve been taking Yaro’s course is how inventive, experimental, and social bloggers are.

Show the Luv – One of the latest experiments is called Comment Luv. Have you noticed the logo at the bottom of my blogs underneath the comments section? I’m trying out CommentLuv. If you are a blogger yourself, you leave a comment at my blog, and check the CommentLuv box, then CommentLuv will go out to your blog and automatically pull in a link to your latest blog entry and post the link in your comment. The idea is that people will be more motivated to leave a comment at a blog if they know that the link will be shown automatically (most bloggers really want people to come read what they write).

My experiment – So I’m trying it out. Let’s see if my comments increase. Let’s see if these types of incentives work. Are you going to leave a comment?

Here’s Scenario 1: You get together with your friends to watch your home team play a game on TV. They win! After an afternoon of fun and friendship you stop at a grocery store on your way home. You are in a good mood. Are you more or less likely to buy the usual cereal you always buy or will you try something new?

Here’s Scenario 2: It’s Friday afternoon and your boss calls you in to tell you that he’s not happy with your latest project report. This is the project that you repeatedly told him was in trouble and you asked that more staff be assigned. You feel all your warnings were ignored. Now he’s telling you that this work will reflect badly on you and you may even lose your job. On the way home you stop at the grocery store. You are sad and scared. Are you more or less likely to buy the usual cereal you always buy, or will you try something new?

You Want What’s Familiar – A series of research studies by Marieke de Vries of Radboud University Nijmegen, in the Netherlands, shows that when people are sad or scared, they want what is familiar. When people are in a happy mood they are not as sensitive to what is familiar, and are willing to try something new and different.

Related to Fear of Loss — This craving of the familiar, and a preference for familiar brand is probably tied to our basic fear of loss. In my book, Neuro Web Design: What makes them click? I have a chapter on the fear of loss. When we are sad or scared, our old brain and our mid (emotional) brain are on alert. We have to protect ourselves. And a quick way to be safe is to go with what you know; what you are familiar with. A strong brand is familiar. A strong logo is familiar. So when we are sad or scared we will reach for a brand and logo we know.

It’s Easy to Change Someone’s Mood – It turns out it is remarkably easy to affect someone’s mood, especially in the short term (like long enough for them to make a purchase at a web site). In Marieke de Vries’s research they showed video clips of the Muppets (to instigate a good mood) vs. the movie Schindler’s list (to instigate a bad mood). People reported their mood as significantly elevated after the Muppets and significantly lowered after Schindler’s list. This mood change then affected their actions in the rest of the research study.

Take-Aways — If you are giving messages of fear, loss, problems etc, that will result in more action taken if your brand is familiar. If you are giving messages of fun, lightness, and humor, that will result in more action taken if your brand is new.

Have you found this to be true in your experience?

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If you put your face right in front of a young baby and stick out your tongue, the baby will stick out his or her tongue too. This happens from a very young age (even as young as a one month old). So? What does this have to do with anything? It’s an example of the built-in, wired-into-our-brain capacity we have for imitation. Recent research on the brain shows how our imitative behavior happens.

Mirror neurons firing– In the front of the brain there is a section called the premotor cortex; motor as in movement. This is the part of the brain where you make plans to move. (It talks to the primary motor cortex which is the part of the brain that sends out the signals that actually make you move). So if you are holding an ice cream cone and you think about moving your arm to bring the ice cream cone up to your mouth, and then you do it, you can see first the premotor cortex lighting up and then the primary motor cortex lighting up. Neurons in the premotor cortex are firing — nothing surprising there. But here is where it gets interesting. If you watch someone else lift their arm and eat the ice cream cone a subset of the same neurons also fire. Just watching other people take an action causes some of the same neurons to fire as if you were actually moving. This subset of neurons have been dubbed, “mirror neurons”. We share these mirror neurons with other primates as well.

Who is taking action? — How does your brain know when you are taking the action vs. watching someone else take the action? After your mirror neurons fire from watching your friend take a lick of the ice cream cone, there is a feedback loop. Your brain registers that no ice cream was tasted, and therefore you know that you are watching someone eat ice cream, not that you just ate ice cream.

Not just imitation but empathy too — The latest theories are that these mirror neurons are also the way we empathize with others. We are literally experiencing what others are experiencing through these mirror neurons, and that allows us to deeply, and literally, understand how another person feels.

So what’s the big deal? — What implications can you draw from knowing about mirror neurons?:

• Don’t underestimate the power of watching someone else do something. If you want to influence someone’s behavior, then show someone else doing the same task.
• There is research that shows that stories create images in the mind that may also trigger mirror neurons. Stories are powerful.
• Video at a web site is especially compelling. Want people to get a flu shot? Then show a video of other people in line at a clinic getting a flu shot. Want kids to eat vegetables? Then show a video of other kids eating vegetables. Mirror neurons at work.

For more information watch the TED video of VS Ramachandran: http://bit.ly/aaiXba

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You have probably heard the term “peripheral vision”, but did you know that you use your peripheral vision to get the gist of the scene around you?

Two kinds of vision — Basically, you have two types of vision: Central and Peripheral. Central vision is the vision you have when you look at something directly and see the details. Peripheral vision is the rest of the visual field that is visible, but that you are not looking directly at.

Keeping you alive on the savannah — The theory, from an evolutionary point of view, is that thousands of years ago, people who were sharpening their flint, or looking up at the clouds, and yet still noticed that a lion was coming at them from their peripheral vision survived to pass on their genes. So peripheral vision has always been important.

Why blinking on a screen is so annoying – Humans can’t help but notice movement in our peripheral vision. We are “programmed” to pay attention to movement in the border of our vision. If you are reading text on a computer screen and there is some animation moving or blinking off to the side you can’t help but look at it. This can be quite annoying if you are trying to concentrate on reading the text in front of you. Peripheral vision at work!

Latest research shows peripheral vision plays a larger role — New research from Kansas State University, however, shows that peripheral vision is more important in understanding the world around us than these previous theories implied. It seems that we get information on what type of scene we are looking at from our peripheral vision. We process the “gist” of what we are looking at from our peripheral vision. The researchers at Kansas State showed people photographs of common scenes, for example a photograph of a kitchen or a living room. In some of the photographs the outside of the image was obscured, and in others the central part of the images were obscured. The images were shown for very short amounts of time. Then they asked the research participants what they were looking at.

Peripheral vision was more important – What they found is that if the central part of the photo was missing people could still identify what they were looking at. But when the peripheral part of the image was missing then they couldn’t say whether it was a living room or a kitchen.

Peripheral vision and channel surfing – Are you the type that gets hold of the remote and quickly surfs through the channels spending a split second on each one? Or are you the person who gets really annoyed when others do that! The latest theory is that these channel surfers are using peripheral vision to get the gist of what’s on the station and then moving on to the next one.

If you want to read the research:

Adam M. Larson, Lester C. Loschky. The contributions of central versus peripheral vision to scene gist recognition. Journal of Vision, 2009; 9 (10): 1 DOI: 10.1167/9.10.6

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Recently I was talking to someone who is relatively new to the field of usability and user experience. He has developed a web application and wanted some ideas for getting feedback from users. He commented that he was planning on sending out a survey to users to see what they think about the web application. That was his plan for user testing. I’m so entrenched in the concept of usability and user testing that I have to stop sometimes and remember that not everyone else is.

“Well, you do have other choices besides doing a survey, you know”, I said.

“Oh, really?” he asked, “like what?”.

“I’ll send you some ideas,” I replied, and then I thought, “That would make a good blog post”, and, here we are.

1. “Traditional” moderated usability test – Let’s start with the most well-known and most used method of getting feedback from users. In a moderated usability test the user sits down in front of the software, web site web application, or other product that you are testing and uses the product, site or item to get one or more tasks done. The tester designs the test with real-life scenarios and asks the user to use the product or tool or site to go through and actually do the scenarios. The user is asked to talk out loud while they are completing the scenarios, so that the tester can understand what they are thinking and experiencing as they complete the activities they have been asked to do.  It’s called moderated because there is a facilitator to moderate the testing.

It’s important in a moderated usability test that:

• Users must be representative of the actual user. It doesn’t work to use you or friend in the next cubicle, or your sister. The idea is to have a representative user try to use the site or product to get real tasks done.
• Although you may be collecting other data, such as time to complete the task or number or types of errors made, the main data comes from the comments users make while they are working (called the “think aloud” technique).
• Tests are done one-on-one. This isn’t a focus group.
• Some facilitators “probe” with questions during the test, but this is tricky to do. You don’t want your questions to influence the user. Some facilitators wait until the tasks are completed before asking questions (called “de-briefing”).

Pros: Gives you lots of great data on what the usability issues are

Cons: Fairly expensive to conduct. You do these one at a time, so if you are testing 10 users that’s a lot of your time to be at the sessions, plan them,  analyze and report on data, etc. You may also need to pay for recruiting users and you need to give them an “incentive” (pay them in some way with cash, gift certificates etc).

2. Un-moderated usability test – As the name suggests, in an un-moderated usability test there is no person facilitating (“moderating”). Special software is used that shows the tasks and steps that the user is supposed to go through. These instructions show on the users computer screen while they are using the web site or software, and the special software is tracking what they do, where they go, and what they click on. The newest type of un-moderated test includes a screen capture video and also an audio recording while the user “thinks out loud”.

Pros: Less expensive, since the data is collected “automatically”.

Cons: You don’t have the ability to probe and ask questions. Users have to download special software and sometimes there are technical glitches. In addition you miss the non-verbal communication, such as frowning, looking confused, or tears (yes, I’ve seen people so frustrated with poorly designed, unusable software that they start to cry).

3. Remote usability test – A remote usability test is like a regular moderated test, except rather than being in the same room with the participant, the moderator is interacting with an audio/video conferencing application. You can do this using tele-conferencing applications, or with special applications such as Techsmith’s UserVue (http://www.techsmith.com/uservue.asp)

Pros: Save on travel costs.

Cons: Users have to connect and/or download and use the tele-conferencing/remote testing application, and sometimes there are technical glitches with that. Unless the user has a camera, you miss seeing their facial expressions.

4. Eye tracking usability test – An eye tracking test is a lot like a regular moderated usability test, except special equipment is used that can track and report on where people actually looked on a screen, for how long and in what path. Check out the blog I wrote about eye tracking.

Pros: Can collect some user experience data while also getting the eye gaze data.

Cons: Have to change the methodology somewhat (see the blog article on this), and you can’t have people do the think aloud technique.

5. Card Sort – A card sort isn’t a usability test. It’s a method to get feedback from users about how information should be organized, for example, at a web site. You take all the possible items of information and put one item on a card. For example, if you were designing a web site for travel services you would have a card that says “Cars” and another that says “Flight status” and another “Hotels” etc. The user is given all these cards and is asked to organize them into categories with what they believe “goes together”.

Pros: It’s a very effective way to get feedback on how information should be organized. It only requires cards, so it’s not difficult to put together this kind of study.

Cons: You only get information on how information should be organized.

6. Reverse Card Sort – As you might guess from the name it’s the opposite of a card sort. Instead of giving the user cards with words and phrases on them, you show them the navigation structure of a web site and then ask questions such as “Show me where you would go to make a hotel reservation?”

Pros: It’s fast and quick to get feedback on the design you have or the one you have in mind.

Cons: You only get feedback on what you have already put together. You don’t get a “clean slate” as you do with a card sort.

7. User Interviews – User interviews are a very important part of making a software application, web site, or technology device usable. But they are most important early on, before your product or web site has been designed. You can use user interviews after the fact to get feedback on an existing design, but usability testing is a better method. If you just ask users what they think about a product you cannot rely on what they are telling you. (See my blog post on reconstructive memory). It is better to ask users to do a task and watch them do it then just to have a conversation.

Pros: Important method early in the design process to get information on requirements, needs, problems with current methods.

Cons: Doesn’t give you information on how usable the product actually is.

8. Contextual Interviews and Observations – If you go out to where users are using your software or web site, or cell phone, and watch them use the product in their natural environment then you are conducting a contextual observation study. If you are looking for feedback for a web site or software application a usability test will likely gain you better data, since you can control which tasks the person does and be sure of getting feedback on the issues you are most interested in. But for some products such as cell phones or medical technology, you may need to see the user using the product in the environment that they normally do. Bringing someone into a “lab” for a usability test won’t get you the richness of data that seeing use in context will. You can also combine observation with an interview in their environment.

Pros: Get to see the user use the product in a “natural” environment

Cons: Can be costly to do if you have to travel to many locations. The issues you are interested in may not come up during the “naturalistic” observation.

9. Surveys – Surveys are a great tool for getting ideas about what is important to people (why don’t you check out and take my survey, if you haven’t already, that asks about what people want to see me write about in my blog posts?: (http://bit.ly/2mIEzn), but they are a poor tool for getting usability feedback. People don’t always say how they really feel in a survey. Some people tend to always rate things high and others tend to always rate things low. How you word the questions can affect the response. You can’t collect data on how easy or hard a task was to accomplish.

Pros: Using today’s survey tools for example survey monkey, you can send out a survey inexpensively to a lot of people.

Cons: You can’t collect true usability data.

10. user testing .com – Usertesting.com is an un-moderated usability testing service, but I’ve put them in a category of their own because they have some unique features. Users download special software and see the instructions on their screen. The entire session is recorded, both the screen capture video as well as audio. Users fill out a one-page form as well with their impression. Users come “with” the service. You don’t have to recruit users; the usertesting.com folks have a database of people they go to. Because of this you don’t have to worry about technical glitches. Each user has already downloaded the special software and knows how to use it (they have to demonstrate that in order to be in the usertesting.com user data base).

Pros: A really inexpensive method to do usability testing. It costs $29 (as of January 2010) to recruit and pay the user (the comparable rate for a regular moderated usability test is $200), the test is remote, so there is no travel, and it is very fast (you usually get results in a few hours (sometimes a few minutes!).

Cons: There is no camera view of the person, so you don’t get non-verbal information or facial reactions. The sessions only run about 15-20 minutes so you can’t test everything you might want to test. And you can’t do a “de-brief” and ask questions since this is an un-moderated test. Still, this is a great service, and if you haven’t tried it I suggest you check it out (www.usertesting.com).

Do I need to be an expert? – These methods of getting user feedback vary in how much expertise you have to have with the method and/or with the technology in order to do an effective session. Eye tracking requires the most expertise, and Usertesting.com un-moderated testing probably requires the least.  With one exception, I do suggest that you engage an expert if you are new to this, at least for your first time out. The exception is usertesting.com. If you are brand new to the methods of user testing then I suggest you go run one test with one participant at usertesting.com. You will “get your feet wet” and get a good idea of the rich and interesting feedback you can and will get from users when you undertake doing user feedback research.

What have you tried? Have I left out your favorite method? Comment and let me know.

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Here is a Quick Review of a new book, Visual Language for Designers by Connie Malamed. First the video and then the text summary:

When I first looked at this book I said “Wow!”. It’s a large book, hardcover, with thick paper and beautiful illustrations, as it should be, since it’s a book on visual design. But looking deeper, the reason that I like this book so much is that it covers the topic of visual design from a psychologist’s point of view, and let’s face it, I’m a pscyhologist and I see everything from a psychologist’s point of view!

The book talks about cognitive psychology principles such as grouping, schema and mental models and then shows how the elements of a visual design change the perception of the image. It’s very specific, and there are lots of examples.

I have to admit that I don’t think this book will make me a visual designer. I’m just not a visual designer. But I believe this book will help me communicate more clearly with visual designers and that’s an important thing.

Whether you are a visual designer or not, I recommend this book for anyone that has an interaction with design. You’ll learn a lot, and the designs you work with will be greatly improved.

And check out Connie Malamed’s blog: www.understandinggraphics.com

Here’s my Amazon Affiliate link to the book if you want more information:

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Here’s is a thought experiment – On a scale of 1 to 10, with 1 being the lowest and 10 being the highest, rate how happy you are right now. Write that number down. Now, I want you to imagine that today you win the lottery. You now have more money than you ever thought you would. You have millions and millions of dollars. At the end of today what would be your happiness rating? Write that number down. What about 2 years from now? What will be your happiness rating 2 years from now if today you win millions and millions in the lottery?

People are poor predictors — In his great book, Stumbling on Happiness, Dan Gilbert discusses the research he and others have conducted on predicting or estimating emotional reactions to events. What he has found is that people greatly overestimate the reaction they think they will have to both pleasant and unpleasant events that happen in one’s life. Whether it is predicting how you will feel if a negative event happens, for example, if you lose your job, have an accident, or if a loved one dies, or predicting how you will feel if a positive event happens, such as coming into a lot of money, landing the dream job, or finding the perfect boyfriend or girlfriend, everyone tends to overestimate their reaction. If the event is negative you predict that you will be very upset and devastated for a long time. If the event is positive you predict that you will be deliriously happy for a long time.

A built-in regulator -- The truth is that you have a built-in regulator of sorts so that whether negative events happen or positive events happen, you stay at about the same level of happiness most of the time. Some people are generally happier or less happy than others, and this level of happiness stays constant no matter what happens to them.

Preference vs. Reality – One interesting implication of this is in the field of marketing or user experience research. Be careful of believing customers if they tell you that by making this change or that change to a product that means that they would be much happier with it, or that they would never use it again. People may prefer one thing over another or think they will, but the strength of their reaction, either in a positive or a negative way, is probably not as much as they imagine it will be.

Have you experienced this difference between your own predictions and reactions? Have there been times when you were sure that a particular event would mean you would be really happy or unhappy and it turned out differently than you imagined?

For more reading:

Stumbling on Happiness By Dan Gilbert

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Here is a quick video review of one of my favorite psychology books ever written. First the video review and then below I have a text summary of the review.

Jonah Lehrer’s book How We Decide is a best seller. It’s a relatively short book, but it is packed full of all the latest science on how people make decisions, including the latest research on unconscious mental processing. Lehrer is both a science writer and a neuroscientist, which means that the book has lots of substance, but is also easy to read. He uses stories and examples to explain what might otherwise be complicated and difficult science.

If you are at all interested in how people (including yourself) make decisions then you have to read this book. If you are in the world of business to business or business to consumer then you have to read this book so you can understand how people are deciding or not deciding to buy your product or do business with you.

Don’t wait, just go buy and read this book!

Here is my Amazon Affiliate link to the book if you want more info:

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