Attention “Revenger”

Background

I was part of a small team* responsible for the research topic identification, research design, research execution, and insights reporting.

* This project is proudly co-conducted by Anqi, Jiani, Seabow, Yujie, Zhe, and Ziyong. It is advised by Yushi Wang.

Approach

Scope the Research

IQIYI approached us with some specific examples of migrant workers. The first question we asked was: who are we interested in? 

Throughout listening sessions and desktop research, we clarified the qualified participants to be migrant workers who come from developing areas to more developed areas in search of a better life.

The second question we asked was: what are we interested in? 

Concerning IQIYI’s business scope, and with my expertise in media research, we located the research topic in the migrant worker’s disposable attention, the attention surplus. Based on literature review and numerous internal discussions, we confirmed the central question with the stakeholders:

“How do migrant workers allocate their disposable attention?”

Recruiting: Get to Know the People

To uncover a once invisible group is, exciting (for sure!), and also, distressing. We have two ways to approach the group: first-hand, and second-hand. 

As a remote researcher, on one hand, I dived deep into the existing research and reports about the topic. On the other hand, I dug into my connections to look for eligible participants. I reconnected with my old classmates, thanks to this research. I also found some participants on social media platforms - of course, I was not looking for participants, but just got attracted by their posts and wanted to know more. I made new friends, thanks to this research.

Interviews: Listening to Their Stories

We need to know the people. We have to ask what, why, and how. We conducted in-depth interviews.

It all started with pilot interviews, which includes random talks and informed interviews. Once we aimed at developing a detailed interview protocol. During internal pilot interviews, the detailed protocol failed to serve our purpose as everyone just lived their distinctive lives. Later, we developed a relatively rough protocol that enables us to build rapport, follow the conversation flows, and at the same time cover all the important topics.

All my interviewees stated that they just lived a normal life, just as everyone else. Yes, and, No. I did not use their language. I did not play the multiplayer video game on transportation. I did not read novels for five hours straight. Their disposable attention is allocated based on their free time, the context, their interests, and so on.

Diary Studies: Observation The Activities

Besides asking, we need to observe what people do in their daily lives. We conducted diary studies.

We selected a group of the most trustworthy, talkative, and diverse participants from the interviewee pool. Based on internal and external pilot diary studies, we figured out the execution protocol. The pilot study also extends to every formal participant, so that they could get used to the new daily routine and so we can adjust the process if need.

Q, a participant who was eager to contribute, yet found it hard to participate at the beginning, because of the unfamiliarity. I assisted Q in adjusting to the reporting process. Soon, Q began providing rich data.

W, a participant who once stated no drinking in the interview, yet reported drinking during the diary studies. I asked and verified the detail in the post-interview, which revealed more context of W’s leisure time.