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PERCEPTIONS OF THE BIPOC CREATOR ECONOMY

My Role: User Researcher

Context: 10 weeks, team of 4

Tools: Qualtrics, Dscout

Methodologies: User Interviews, User Observations, Diary Studies, and Surveys

LAST UPDATED 3/22

A Google Area 120 Study | ONGOING

 

BACKGROUND

The client for this project is Google’s Area 120, an internal project incubator. Area 120’s interest is to learn more about the evolution of the creator economy space. Google as a whole aims to learn more about the opportunities available in the creator economy and potentially expand into the social media space. In particular, they are interested in looking at BIPOC creators as a source to build more inclusive products and include these creators as part of the development process.

 

PROBLEM FRAMING

Given that this project is focused on foundational research rather than product-based research, our goal is to generally learn more about the creator economy and potential in-roads and opportunities that Area 120 may focus on. Black, indigenous, and people of color (BIPOC) creators in particular are generally understudied and underrepresented, and we aim to drive a deeper understanding of this group in a people-focused approach. We hope to learn about their experiences in order to inform the ways Google Area 120 can change or create opportunities for this group.

PRIMARY RESEARCH QUESTIONS:

  1. How do BIPOC people become involved in content creation and build a following? 

  2. What is it like to be a BIPOC creator, such as your day to day activities? 

  3. What unique barriers exist in technology (accessibility, platforms, equipment, costs, moderation, etc.) for BIPOC creators?

 

USER GROUP

In the study prompt, our client specifically used the language of 'BIPOC', emphasizing the importance of Black and Indigenous people in the people of color community. 

Our target participants are those who identify as Black, Indigenous, or a Person of Color Creators who have received some form of compensation or sponsorships for their work. 

 

METHODS

OBSERVATIONS

As a starting point for this exploratory study, our team will start observing the online environment for BIPOC creators to inform our diary studies and interviews.

DIARY STUDIES 

Using DSCOUT, we plan to capture the daily processes of BIPOC Creators and what they experience over time. Questions include "what is a moment when you experienced inequitable participation?"


INTERVIEWS

Based on relevant information from the diary studies, we are generating an interview protocol to go deeper into our questions and the trends identified, as well as to understand creators’ unique experiences.

SURVEY

Our team will create a Qualtrics survey to gather more quantitative, wide-spread data about BIPOC creators. We plan to examine data points such as Likert scales, demographics, audience data, and other quantified experiences.

 

RESULTS

TBD