Crowdsourcing with semantic differentials: a game to investigate the meaning of form

This paper presents a tool to collect empirical data about the collaborative meaning of form. We developed an online crowdscouring game, in which two users rate randomly assigned three-dimensional shapes. The more similar the ratings are, the more points both players get. This crowdsourcing method allows identifying what certain shapes mean to people. This paper is a contribution on two levels: First, the game presents a particular research method—an experimental survey using semantic differentials—, which adds a motivational benefit for the participants: It is fun to play. Also, it involves a quality control mechanism through the pairing of two participants who rate the same image and therefore act as verification. Second, the semantic collection of forms might help designers to better control the connotative meanings embedded in their designs. This paper is focused on introducing the game; the analysis of the data will be covered in further research.