Various approaches to a human preference analysis in a digital signage display design

• Published in: Human factors and ergonomics in manufacturing & service industries Vol. 21; no. 6; pp. 529 - 542
• Main Authors: Grobelny, Jerzy, Michalski, Rafał
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Subscription Services, Inc., A Wiley Company 01.11.2011; Wiley Subscription Services, Inc
• Subjects: Analysis; Analytic Hierarchy Process; Design; Digital broadcasting; Digital signage; Human factors research; Preferences; Signs; Subjective assessment; Variance analysis
• ISSN: 1090-8471; 1520-6564; 1520-6564
• DOI: 10.1002/hfm.20295

This article is concerned with various ways of analyzing the subjective assessment of displaying digital signage content. In the beginning, the brief description of the signage system evolution is described; next, the carried out experiment is depicted. The preferences of the 32 subjects were obtained using pairwise comparisons of the designed screen formats. Then the priorities were derived by applying the Analytic Hierarchy Process framework. The gathered data were modeled and analyzed by means of the analysis of variance, multiple regression, and conjoint and factor analyses. The results suggest that the application of different methods of preference analysis may provide additional information that could facilitate more in‐depth understanding of the given preference structure. © 2011 Wiley Periodicals, Inc.