Heuristics for Assessing Emotional Response of Viewers during the Interaction with TV Programs

摘要

The analysis of emotional cues can provide practitioners a more accurate understanding of the user's experience. The literature mentions several techniques for gathering affective data which do not involve questioning users. However, most of them have drawbacks as they can be intrusive, expensive or require additional evaluation. To minimize these problems, methods using inspection based on heuristics have been employed. These methods, on the other hand, do not consider emotional responses. There are gestures and facial expressions which are inherent in the interaction with this kind of media and must be taken into account. We propose the TV Emotion Heuristics (TVEH). a set of 23 heuristics that represent viewer's behavioral patterns when interacting with TV programs or movies. These heuristics allow a comprehensive assessment of the viewers' emotional responses. This paper reports the creation process of the TVEH and describes how to apply the method. Two case studies are reported using the proposed heuristics and we discuss some of the lessons that have been learned.