Context
- MegsRadio (Ithaca, NY)
- Consultant
Case
Problem: Develop further understanding about the music listening experience of user for personalized internet radio services such as MegsRadio.
Methods:
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Created 158 item survey
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Question groups included demographic and psychographic questions on music listening frequency/habits and software used, Big 5 Personality Inventory, and music listening activities (e.g., going to concerts, sharing music with friends, etc.)
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Recruited 188 out of 1806 invited college-age students at Ithaca College to complete the survey
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Analyzed data using regression analysis to see what factors predicted other factors
Findings:
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Found two groups of users: casual/social users and users who connect deeply with the music and everything about it.
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First group seeks features to share and listen to their music socially, encourage social interaction, and set it and forget it streaming capability.
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Uses software such as Pandora, iTunes Radio, YouTube, GrooveShark, and SoundCloud.
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Second group looks for information about artists, influences, and connecting with others to exchange passion for music.
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Uses software such as Band Camp, SoundCloud, GrooveShark, and Last.fm.
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Computer recommendation was predicted by users who were extraverts and those seeking social harmony (agreeable people).
From a design point of view:
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The “set-and-forget-it” type of service is over-saturated.
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New designs need to connect with the way one of these two groups listen to music.
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Social interaction should be openly supported and encouraged by all designs.
Outcomes: Research article was used in planning the future design of MEGS radio. Of particular interest was the relationship found between Openness (trying new things) and attending concerts, which is a feature supported by the software.
Related Documents:
Details
Dates: May 2012-Dec 2013
Research Methods Used:Survey, Regression Analysis
My Roles: Research, Writing
Will Ryan's User Research Portfolio 
