Quantifying the interaction stages of a public display campaign in the wild
Gonzalo Parra, Robin De Croon, Joris Klerkx, Erik Duval · 2014
In this paper we present the findings from three exploratory studies in the wild of an interactive public display aiming to increase awareness on cardiac arrest and Cardiopulmonary Resuscitation (CPR). Three different locations (train station, hospital, and university restaurant) were selected in order to understand how context affects the effectiveness of the real-life campaign. For this purpose, we defined and quantified different interaction phases based on the audience funnel and the characteristics of the prototype. Our results confirm that context (location and people) have a direct effect on engagement throughout the interaction phases. A location that clearly relates to the content of a campaign or has an audience that is able and willing to interact will positively influence the outcome of a campaign. In addition, we show that following a model to quantify and compare studies is a feasible and useful approach.