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   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
Photo Credit: Image Source
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
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
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
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
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)
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
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
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
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
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

                               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
                            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
Photo Credit: Image Source
Thank You!

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

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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
  • 3. Search is more than a database query.
  • 4. Janet’s extended search process BEFORE had partial knowledge, needed specific information DURING Google AFTER shared information with colleagues
  • 5. Search can be social.
  • 6. What is social search?
  • 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.
  • 11. The Survey We sought the context and purpose of the 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
  • 24. externally-motivated searchers specific request from a boss, customer, or client
  • 25. externally-motivated searchers specific request from a boss, customer, or client Photo Credit: tuexperto_com5
  • 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
  • 36. During Search 3 types of information needs (BRODER 2002)
  • 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
  • 43. After Search search product / end product 28% DO NOTHING
  • 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
  • 66. Thank You! Brynn M. Evans Ed H. Chi bmevans@gmail.com echi@parc.com http://brynnevans.com http://www-users.cs.umn.edu/~echi/