Towards a Model of Understanding Social Search

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

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Search is more than a database query.

Janet’s extended search process BEFORE had partial knowledge, needed specific information DURING Google AFTER shared information with colleagues

Search can be social.

What is social search?

social search : an umbrella term used to describe search acts that make use of social interactions with others.

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.

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)

The Survey Mechanical Turk -- micro-task market (KITTUR, CHI & SUH, 2008) 27-question critical-incident questionnaire on people’s most recent search experience.

The Survey We sought the context and purpose of the search experience.

The Survey We sought the context and purpose of the search experience. BEFORE DURING AFTER

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

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

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?

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

Model of Search

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

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

externally-motivated searchers specific request from a boss, customer, or client

externally-motivated searchers specific request from a boss, customer, or client Photo Credit: tuexperto_com5

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

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

Before Search externally- framing motivated self-motivated the context users users 31% 69% search preparation

Before Search externally- framing motivated self-motivated the context users users 31% 69% GATHER REQUIREMENTS refining the requirements FORMULATE REPRESENTATION

Before Search externally- framing motivated self-motivated the context users users 31% 69% GATHER REQUIREMENTS SOCIAL INTERACTIONS refining the requirements 43% users FORMULATE REPRESENTATION

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

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

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

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)

During Search 3 types of information needs (BRODER 2002)

During Search 3 types of information needs (BRODER 2002) navigational 28% step A step B Photo Credit: Library of Congress via pingnews

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

During Search 3 types of information needs informational 59% FORAGING search process “evidence file” SENSEMAKING Photo Credit: Children at Risk Foundation

During Search 3 types of information needs informational 40% FORAGING SOCIAL INTERACTIONS search process “evidence file” SENSEMAKING Photo Credit: Children at Risk Foundation

After Search search product / end product

After Search search product / end product 28% DO NOTHING

After Search search product / end product 72% 28% TAKE ACTION DO NOTHING

After Search search product / end product 72% 28% TAKE ACTION DO NOTHING ORGANIZE

After Search search product / end product 72% 28% TAKE ACTION DO NOTHING ORGANIZE DISTRIBUTE 67% of all users

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

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

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

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

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?

Conclusion

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

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

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

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

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

Design Principles

Before Search, users need: access resources during preparation • instant messaging (IM) access to friends near the search box Photo Credit: Jeff Hester

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

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

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

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Thank You! Brynn M. Evans Ed H. Chi bmevans@gmail.com echi@parc.com http://brynnevans.com http://www-users.cs.umn.edu/~echi/