Study Summary - University of South Florida€¦ · Web viewFlyer ☐ Record Review ☒ ... The research will be performed in the Center for Marketing and Sales Innovation (CMSI)

PROTOCOL TITLE:MENU DESIGN: HOW DO DIGITAL NATIVES AND NON-NATIVES REVIEW A RESTAURANT MENU

PRINCIPAL INVESTIGATOR:Rob HammondMarketing Department, Muma College of [email protected]

VERSION NUMBER/DATE:

Version 1 October 29, 2019Version 2 November 4, 2019

REVISION HISTORY

Revision #

Version Date Summary of Changes Consent Change?

1 11/4/19 Revised the consent procedures to state will obtain signed (hard copy) consent from all participants. Removed "Socially and/or economically disadvantaged Excluded" under inclusion/exclusion (9.4) criteria as individuals fitting this category may be a part of population.

Yes

SHORT PROTOCOL TITLE: Menu Design: How do digital natives and non-natives review a restaurant menu

Table of Contents1.0 Study Summary.............................................................................32.0 Objectives......................................................................................43.0 Background...................................................................................44.0 Study Endpoints.............................................................................45.0 Study Intervention.........................................................................46.0 Procedures Involved......................................................................47.0 Data and Specimen Storage for Future Research..........................58.0 Sharing of Results with Subjects...................................................59.0 Study Timelines.............................................................................610.0 Inclusion and Exclusion Criteria.....................................................611.0 Vulnerable Populations..................................................................612.0 Local Number of Subjects..............................................................613.0 Recruitment Methods....................................................................714.0 Withdrawal of Subjects..................................................................715.0 Risks to Subjects............................................................................716.0 Potential Benefits to Subjects or Others........................................717.0 Data Management and Confidentiality..........................................818.0 Provisions to Monitor the Data to Ensure the Safety of Subjects...919.0 Provisions to Protect the Privacy Interests of Subjects................1020.0 Compensation for Research-Related Injury.................................1021.0 Subject Costs and Compensation................................................1022.0 Consent Process..........................................................................1023.0 Setting.........................................................................................13

Page 2 of 15 T503a Revised: June 24, 2019


1.0 Study Summary

Study Title Menu Design: How do digital natives and non-natives review a restaurant menu

Study Design Biometric behavior monitoringPrimary Objective/Purpose

Determine the way an individual reviews an electronic and paper menu.

Secondary Objective(s)/Purposes

Identify structures that subjects use to navigate a menu

Research Intervention(s)

Electronic and paper menus

ClinicalTrials.gov NCT #

NA

Study Population The population for the study is students, faculty, and employees of business partners.

Sample Size 250Study Duration for individual subjects

15 minutes

Study Specific Abbreviations/ Definitions

NA



2.0 Objectives2.1 The primary objective of the research is to determine the order people

review a menu. Practitioner menu design principles assert that people “read” a menu starting in the upper right and proceeding in a “backward z” process.

2.2 Hypotheses to be tested include:

H0: People review a menu beginning in the upper right and progressing in a “backward z” process.

H1: Consumers who are digital natives do not read a menu the same way non-digital natives read a menu

H2: Consumers read a threefold physical menu like a book, skimming from top left across top to bottom (standard Z format).

H3: Consumers read an electronic menu displaced on a desktop computer screen like a book, skimming from top left across top to bottom (standard Z format).

H4: Consumers read a menu presented on a phone top down on the left with movement to the right when interest is piqued.

3.0 Background3.1 The conventional wisdom in the practitioner world is that people review a

menu beginning in the upper right and following a “backward z” progression. This paradigm has been present since the 1980s and has only been challenged with an alternative opinion in the early 2000s. This research will utilize eye tracking, facial expression, and galvanic skin response biometric sensors to develop a scientific basis to examine the practitioner commonly accepted paradigm. A survey will also be used to collect subject typical purchases and frequency of purchases. Much has changed since this process began. Digital Natives may have a different approach given the pervasiveness of the scrolling metaphor for navigation. It is also possible that the foundational perspective of people “reading” a menu is misguided. It’s possible that people instead search with an implicit or explicit intent.

3.2 In developing the protocol, the sensors were used with the experimenters and it was observed that the pilot test participants did not follow a “backward z” process in reviewing a menu.

4.0 Study Intervention 4.1 The study is a two by two of male / female and digital native and non-digital native. Each respondent will be presented the same three menus. Prior to seeing the menus, the subjects will be asked to review the menus and decide what they would



like to eat. Once they have made the selection they will advance to the next menu. After viewing three menus the subjects will be presented with a survey about the subject’s typical experience in dining out. The survey will include questions on the frequency, typical cost, and common item selection. A video will be also shown to demonstrate the galvanic skin response and facial expression sensor capabilities of the lab to some of the experiment participants. The data from the video will not be used in the analysis or in addressing the research questions.

5.0 Procedures Involved5.1 Consent will be obtained from hard copy signature. Subjects will arrive at

the lab and be greeted by a lab attendant. The lab attendant will explain the experiment and obtain the written Consent. Once Consent has been received the lab attendant will guide the subject to a test station. The lab attendant will then attach the sensors required for the experiment, adjust the equipment and answer any remaining questions from the subject. The subject will then follow the instructions that are part of the experiment. Once the subject is complete a lab assistant will assist the subject in removing the sensors. The lab assistant will be listed in the IRB application as key personnel.

5.2 Please select the methods that will be employed in this study (select all that apply):

☒ Audio/Video Recording ☒ Psychophysiological Recording☐ Behavioral Interventions ☐ Record Review - Educational☒ Behavioral Observations and Experimentations

☐ Record Review - Employee

☒ Deception ☐ Record Review- Medical ☐ Focus Groups ☐ Record Review - Other☐ Interviews ☐ Specimen Collection or

Analysis☐ Investigational Device – Non-

Significant Risk (e.g. Mobile Applications)

☐ Surveys and/or Questionnaires

☐Psychometric Testing ☐ Other Social-Behavioral Procedures

Subjects in this study will be recruited by either the CMSI SONA System or through the recruitment communication. At the appointed date and time, the subject will come to the Center for Marketing and Sales Innovation lab. Subjects will check-in at the reception desk in the lab and receive the written Consent. Subjects will have the



opportunity to ask questions about the study and then sign the Consent form. After completing the Consent, the subjects will wait in the CMSI lab lobby until the appointed experiment time. Once the subject enters the lab a lab resource will assist the subject with applying the biometric sensors. For this study a subject will be fitted with galvanic skin response sensors and the computer will be adjusted to capture facial expressions and eye movements. If a subject is uncomfortable with the equipment the lab resource will answer questions and if needed assist the subject with removing themselves from the experiment.

The Deception procedure for this study is that subjects will be asked to decide what they would like to eat for a meal. The goal of the research is not to determine what the subject wishes to eat but rather the process they undertake in reviewing a menu. As noted, conventional wisdom suggests people “read” a menu in a reverse “z” pattern beginning in the upper right. The study is investigating this premise. To avoid subjects altering behavior Deception of the research intent is needed. Following the study, the subject will receive a study debrief that explains the intent of the study was related to how the subject reviewed the menu. The subject will have the opportunity to have their experiment removed from the study as part of the Debrief. The lab assistant will make note of the subject’s response and communicate the subject’s Consent or rejection to the research team. The research team will exclude responses from subject’s who rescind Consent during the Debrief.

5.3 The intervention in this study is reviewing a menu and watching a parody video of what it would be like if a fine dining restaurant behaved like a healthcare provider.

5.4 There is a minor deception in this study. Subjects will be asked to select an item they wish to eat when in fact the research is examining how the subject reviews the menu. There is minimal risk associated with this deception. Subjects will receive a deception debrief following the study and have the option to remove Consent.

5.5 No existing data will be collected or accessed as part of this study. 5.6 No biological specimens will be collected as part of this study.

6.0 Data and Specimen Storage for Future Research6.1 NA

6.2 NA.

6.3 NA

7.0 Sharing of Results with Subjects



7.1 Results of the study will not be shared with subjects. For subjects that are participating in the research as part of an event at the Muma College of Business the lab assistant will present the data that was collected from the subject as a means of demonstrating the capabilities of the lab.

8.0 Study Timelines9.1 Subjects will be in the Center for Marketing and Sales Innovation lab for

approximately 30 minutes and participating in the study including preparation time for 15 minutes.

9.0 Inclusion and Exclusion Criteria9.1 Subjects in this study will be males and females that are either digital

natives or non-digital natives. Digital Natives are defined as individuals that were born after 1990. For this study digital natives will likely be students. Non-digital natives are individuals born before 1990. For this study non-digital natives will be a collection of faculty, staff, business partners, and businesspeople.

9.2 Study participants must have 20/20 corrected eyesight, the ability to complete an electronically administered survey, and the ability to hear directions. Participants that refuse to use the biometric sensors will not be allowed to participate in the study.

9.3 A subject would become ineligible during the study if the subject were unable to wear the galvanic response sensor, unable to view the stimuli, or if the sensors were unable to register data from the subject. Examples of such situations can be very thick or broad glasses and very “bushy” beards

9.4 The following groups are target subjects for the study.

Students Included Employees Included Socially and/or economically disadvantaged are included as

individuals fitting this category may be a part of the population. Wards of the state are included as individuals fitting this category may

be a part of the population.10.0 Vulnerable Populations

No vulnerable subjects are targeted in the research.

11.0 Local Number of Subjects11.1 250 individuals are targeted for the study. The research design plan is a 2 X

2 of male / female and digital native (student) and non-digital native subjects.

12.0 Recruitment Methods



12.1 Subjects will be recruited in multiple methods. Method 1 is to utilize the lab Sona System and recruit students from classes in the Muma College of Business. Method 2 is to recruit students from the Doctor of Business Administration program. Method 3 is to recruit faculty and staff through email announcements. Method 4 is to recruit employees from business partners through the business partner’s human resources department. Method 4 will include employees that attend an event at the Muma College of Business where the lab assets will be examined. As part of this event the attendees will be afforded the opportunity to participate in the study. Method 5 is to recruit business professionals from an event being hosted at the Muma College of Business that is related to the performing research in the Center for Marketing and Sales Innovation lab.

12.2 Select and describe the methods that will be used to recruit potential subjects, including the plan to review medical records.

12.3

Students and employees are volunteers in the study. Students have the option to participate in studies by volunteering through the CMSI SONA system. CMSI personnel visited classrooms and shared the opportunity to participate in research. Students have the option to complete an alternative reading assignment for extra credit that does not include participating in research. The alternative assignment is a reading assignment about market research. By providing an alternative reading assignment on market research the students will obtain knowledge on market research independent on whether the student participates in a study or completes the alternative reading assignment.

13.0 Withdrawal of Subjects13.1 There are no anticipated circumstances where subjects will be withdrawn

from the study without their consent.

13.2 In the event a subject elects to withdraw from the study the subject’s number will be recorded by the lab assistant and all the response data associated with the subject’s participation in the study will be removed.

14.0 Risks to Subjects14.1 Subjects may become uncomfortable wearing a biometric sensor such as the

galvanic skin response, a “skull cap” / headband style EEG sensor or wearing a headset. The mediation for a subject’s discomfort is to remove the sensor and provide the subject the opportunity to rest.


☒ Email ☐ Online/Social Media Advertisement

☐ Flyer ☐ Record Review☒ Letter ☒ SONA☐ News Advertisement ☐ Other


14.2 There are no known risks beyond common computer use associated with this study.

14.3 There are no known risks to others as a result of this study.

15.0 Potential Benefits to Subjects or Others15.1 There are no direct benefits for an individual associated with this research.

15.2 The results of this research may help restaurants improve menu designs. This information could make it easier for people to find what they want on a menu. This improved experience may save time and improve satisfaction with dining out. Businesses may benefit from this research by applying the learnings to menu design. The application of this knowledge could improve customer satisfaction / loyalty and enhance profits by strategically placing more desirable offerings.

16.0 Data Management and Confidentiality16.1 Data will be first analyzed using the iMotions software. The iMotions

software is available on password protected computers in the Center for Marketing and Sales Innovation lab and on four Center for Marketing and Sales Innovation laptops that are password protected computers managed with the University of South Florida computer management systems. Additional analysis will be completed using a combination of statistical software packages and office productivity software like Excel. Data will be analyzed on password protected computers and stored in the University of South Florida Box cloud storage.

16.2 Data will be initially collected on password protected computers in the Center for Marketing and Sales Innovation lab that are password protected computers managed with the University of South Florida computer management systems. The data will be collected using the iMotions software and associated biometric sensors.

16.3 The equipment and software are research standards and include self-reported accuracy metrics that are used to identify poor data quality. Poor data quality samples can be repeated or readily deleted from studies.

16.4 Describe how data will be handled study-wide:

A subject’s face and possibly voice will be recorded in the study. Informed consent documents will be stored in the Signed Consent

forms will be kept in a locked file cabinet in the PI’s locked office on the grounds of the University of South Florida.

The data will be collected initially on the password protected computers in the Center for Marketing and Sales Innovation. The Investigator will transfer the data to the Investigators University of



South Florida Box cloud storage account. Data will be stored for the duration of the study.

The data files will be deleted from the computers. The University of South Florida disposes of computers after the assets are no longer used.

o No confidential data will be shared outside of the research group.

16.5 NA

o No PHI will be collected in the study.

17.0 Provisions to Monitor the Data to Ensure the Safety of Subjects17.1 The information being provided in the surveys is unlikely to be upsetting to

subjects. The questionnaire seeks information from the subjects about the subject’s frequency and typical choices in dining out. The pictures shown the subjects are menus from restaurants and the video is a parody of what it would be like if a restaurant operated like a healthcare company.

17.2 NA The research presents minimal risk.

18.0 Provisions to Protect the Privacy Interests of Subjects18.1 Inherent in collecting biometric data a subject’s face will be shared as part

of the facial expression data collection. It is not possible to limit access to this information. A subject will not interact with other participants in the study. The lab assistant is the only person the subject will interact with as part of this study. The lab assistant interaction is limited to assisting the subject in preparation for the study an in removing the sensors after the study is complete.

18.2 The lab assistant’s will be available to answer questions about the equipment. Pictures of the pieces of equipment will be provided in the consent form along with notification that if the subject is uncomfortable, they may withdraw from the study at any time.


☐Obtaining Signed Authorization☐Waiver of HIPAA Authorization for

Recruitment/Screening Purposes Only

☐Obtaining Online or Verbal Authorization (Alteration of HIPAA Authorization)

☐Waiver of HIPAA Authorization for Entire Study

☐Data Use Agreement ☐Business Associate Agreement


18.3 Information about the subjects will be collected and restricted to the research team. Information on the individuals will be captured in the Consent. Information about individuals will be kept either in the Sona System or on the hard copy Consent form. The Primary Investigator and research team will be the only people with access to the personal data for the purpose of collecting demographic information (digital native / non-digital native and gender).

19.0 Compensation for Research-Related Injury19.1 There is minimal if any risk to subjects.

20.0 Subject Costs and Compensation1) Student study subjects may receive extra credit for participating

in research. There is no cost for participating in the study. 1 SONA point will be granted to students who participate in-person for a one (1) hour session. The CMSI Lab will recommend to faculty that 1 SONA point should equal up to 1% course credit. Ultimately it is up to each individual faculty member to determine and communicate with students the amount of course credit equal to 1 SONA point.

Participants who do not give consent to participate in a study will be allowed to complete an alternative reading assignment. Specifically, students will read marketing research paper(s) and answer several questions about that paper (see attached for questions). This alternative assignment provides students the opportunity to still learn about research even though they are not directly involved as a participant. Students that complete the alternative reading assignment will receive the same amount of credit (i.e., 1 SONA point) as those students that participant in the study.

Prior to the end of the semester, the CMSI Lab Management team will use the SONA system to generate a participation report for each student that voluntarily participates in the CMSI Lab over the course of the system. This report will be shared with faculty so that they will know how many SONA points their students earn, allowing faculty to grant course credit accordingly.20.1

20.2 NA

21.0 Consent Process



21.1 Select the consent options you will use during the course of the study. Each selection below must have a description in the subsequent section(s). Choose all that apply:

21.2

Subjects will be provided the Consent paperwork when they arrive at the lab and check-in. Subjects will have the opportunity to ask questions of a research team member when they are provided the Consent. A member of the research team will collect signed Consent forms from the subjects.

The subjects will have between 10 minutes and one hour from the time the Consent is provided until the experiment.

Subjects will be greeted by one of the lab assistants when they check in for the event. The lab assistant will explain the Consent form and be available to answer questions. If the lab assistant is unable to address a question the lab assistant will notify one of the members of the research team for clarifications. Lab assistants will be listed on study IRB applications as key personnel. It is expected the Consent process will take up to 10 minutes. Subjects will be provided the Consent forms and be given the opportunity to take the form and review if they wish. Subjects will be asked if they understand the Consent and if they have any questions.

21.3 NA

21.4 NA

21.5 NA

21.6 NA

22.0 Setting22.1 The research will be performed in the Center for Marketing and Sales Innovation (CMSI) lab. The CMSI lab is a multi-disciplinary research and training facility located within the Muma College of Business at the University of South Florida. Incorporated


☒Obtaining Signed Consent (Subject or Legally Authorized Representative)

☐Obtaining Consent Online (Waiver of Written Documentation of Consent)

☐Obtaining Signed Parental Permission

☐Obtaining Verbal Consent (Waiver of Written Documentation of Consent)

☐Obtaining Signed Assent for Children or Adults Unable to Consent

☐Waiving Consent and/or Parental Permission (Waiver of Consent Process)

☐Obtaining Verbal Assent for Children or Adults Unable to Consent

☐Waiving Assent/Assent is Not Appropriate


within the center are twenty (20) individual stations with biometric sensors. Each station is equipped with a computer, headset, web camera, iMotions software, and biometric sensors including: Facial Expression, Galvanic Skin Response (GSR), and Eye Tracking. In addition, four (4) of the twenty (20) individual stations are also equipped with Electroencephalography (EEG) capabilities. Two mobile testing stations are available to enable mobile device or physical asset objects. The ambient light and sound in area with the individual stations can be manipulated to simulate real-world environments.

The lab has multiple stations and subjects may see several different configurations of sensors being used in studies. The following are examples of the various sensors and tools available in the Center for Marketing and Sales Innovation lab.

In this picture the subject has a headband EEG unit, Galvanic Skin Response (GSR) sensor on the left hand and the computer is equipped with eye tracking and facial expression equipment.

The eye tracking equipment is a Tobi eye tracker. The Tobii X2 30 Eye Tracker tracks up to 24 inch screens at 30 Hz.



The data captured from the eye tracking is compiled by the iMotions software. One of the common outputs of the eye tracking software is a “heat map”. Where colors represent the amount of time a subject or group of subjects focused on a section of the image.

The facial expression equipment is a web camera. The software loaded on the camera identifies landmarks on the face. The following is an example of the facial expression mapping.

Galvanic Skin Response (GSR) is captured using a Shimmer device. The shimmer device is attached with Velcro straps around a subject’s index and middle finger. A third finger or ear lobe can be used to capture pulse information.

The Electroencephalography (EEG) EEG equipment available in the CMSI lab is a full cap or headband style skull cap. The researcher will select the cap based on where the



electrodes need to be placed to capture the required signals. The equipment is a NeuroElectrics - Enobio 8 channel 5G Wifi EEG Headset. The units capture up to 8 channels of signals at 24 bits. Sampling bandwidth is form 0 to 125Hz and provides the ability to record EEG in Delta, Theta, Alpha, Beta, Gamma, and High Gamma bands.

Subjects may also be asked to look at mobile devices and physical items. Mobile and physical items can be placed on a special stand to enable eye tracking.


Documents

Study Summary - University of South Florida€¦ · Web viewFlyer ☐ Record Review ☒ ... The research will be performed in the Center for Marketing and Sales Innovation (CMSI)