Animation Style

Preference Survey
RESULTS

Animation Style Survey - Results

June 2016

Survey
Students viewed 5 videos with the same content but different animation styles
They were asked to choose the video they prefer the most, and give 3 adjectives to describe
the video.

NEWTON Y

NEWTON S
Animation Style Survey - Results

NEWTON Q

NEWTON P

NEWTON X
February
June2014
2016

Summary of Results
Students prefer simpler animation styles with clean lines and less detail.
They described these animation styles as easy to follow and less distracting.

NEWTON P

Animation Style Survey - Results

33%

Preferred

NEWTON Q

28%

Preferred

February
June2014
2016

Methodology

Quantitative

Qualitative

Animation Style Survey - Results

Demographics and survey stats

Overall video preference | Video preference
by grade
Overall operating system | Operating system
by video preference
Word cloud/frequency of adjectives by video
(P + Q)
Classification/categorization of adjectives by
video (P vs Q)
Personas generated from survey data

February
June2014
2016

Quantitative Data Analysis

Quantitative Data
SURVEY STATS - Statistics from the entire survey
# RESPONDED

# COMPLETED

RESPONSE RATE

MARGIN OF ERROR

541

343

4.6%

6%

DEMOGRAPHIC STATS - Statistics from only completed responses

Animation Style Survey - Results

February
June2014
2016

Quantitative Data
Out of 343 students that completed the survey, Newton P and Newton Q were
preferred overall. (within a 6% margin of error)
When comparing by grade, a larger proportion of 9th graders preferred Newton P.

Animation Style Survey - Results

February
June2014
2016

Quantitative Data
When comparing Newton P and Newton Q, more students who preferred Newton Q
were using a mobile device.

Overall, more than half of participants

completed the survey on a mobile
device (55%)

Animation Style Survey - Results

February
June2014
2016

Qualitative Data Analysis

Qualitative Data Analysis - Word Clouds

NEWTON P
Animation Style Survey - Results

NEWTON Q
February
June2014
2016

Qualitative Data Analysis - Classification

After cleaning and sorting the adjectives, the terms were
classified into 4 general categories.

Design - Words related to the style and design aspects of the animation
itself (e.g. colorful, simple, cartoony)

Pragmatic - Words related to pragmatic concerns (e.g. educational,

informative)

Engagement - Words related to a sense of engagement with the video (e.g.

entertaining, nostalgic)

General Positive - Non descriptive positive adjectives (e.g. nice, cool,

awesome)

Newton P reported 5% more pragmatic words than Newton Q

Newton Q reported 9% more design words than Newton P

Animation Style Survey - Results

February
June2014
2016

Qualitative Data Analysis - Classification

Words from the design category were broken
down into more specific classifications.

Feature - Related to physical descriptors and salience

(e.g. color, brightness, etc)
Style - Words related to an artistic style as a whole that
cannot be described by a single physical feature (e.g.
modern, simple, cartoony)
Animation - Words that describe movement, pacing, etc.
(e.g. flow, energetic)
Personality - Personifiable words (e.g. friendly, arrogant)

Student preference for Video P is reflected

by more personality driven words while
student preference for Video Q is reflected
by more style driven words.

Animation Style Survey - Results

February
June2014
2016

Personas
Generated from survey response data

NEWTON P
Gender: Male
Grade: 9

Personality Cloud

Needs and Goals

simple cute
comic

To get through his math lesson

without getting distracted.

Metrics
Style

Wants to feel a personal

connection with the animation.

drawing cartoony

Personality

FUTURISTIC

The visuals arent too distracting

Simple illustrations (not confusing
with in-depth illustrations)
Animation Style Survey - Results

Pain Points

Feels overstimulated by too

many visuals.

PC USER

WINDOWS 7

CHROME

February
June2014
2016

NEWTON Q
Gender: Female
Grade: 12

Personality Cloud

Needs and Goals

simple cute

modern cartoon

comical minimal

new neat Polished

I think the way the pictures are

drawn makes me figure out what
theyre saying. The graphics help
clarify the concepts.
Animation Style Survey - Results

Wants to be able to study from

their mobile phone when they
are not home

Metrics
Style

Needs to see concepts

demonstrated graphically.

Personality

Pain Points

Gets bored easily.

MOBILE USER

iOS 9

CHROME

February
June2014
2016

Questions?

Additional Word Clouds + Personas

Qualitative Data Analysis - Word Clouds

NEWTON S
Animation Style Survey - Results

NEWTON X

NEWTON Y
February
June2014
2016

NEWTON S
Gender: Female
Grade: 12

Personality Cloud

Needs and Goals

To be entertained while
learning something new

Metrics
Style

simple Artsy cartoonish current

fresh movie Plain vintage
I like how it looked like an old
movie it looks very interesting
i want to learn more
Animation Style Survey - Results

Needs to feel captivated by

the animation to keep their
attention

Personality

Pain Points

Cartoon styles make her

feel childish

MOBILE USER

iOS 9

SAFARI

February
June2014
2016

NEWTON X
Gender: Male
Grade: 11

Personality Cloud

Needs and Goals

To not have to re-watch the

video again to hear the words

Metrics
Style

Sketchy neat vintage simple

modern cartoonish paper-style
Talks to me The little avatar
dude is cool to watch Character
appears to be smart
Animation Style Survey - Results

Needs to see lips or mouths

moving to help comprehend
verbal content

Personality

Pain Points

Cant read captions very

fast

PC USER

WINDOWS 10

CHROME

February
June2014
2016

NEWTON Y
Gender: Male
Grade: 12

Personality Cloud

Needs and Goals

To get through the lesson as

fast as possible

Metrics
Style

modern realistic unique

new random
All info in one spot that can be
screenshotted and pasted into a
note document To the point

Animation Style Survey - Results

Wants all the info they need

presented onto a single
screen

Personality

Pain Points

Cartoon styles make him

feel childish

MOBILE USER

ANDROID

CHROME

February
June2014
2016