📍 Project Overview
I conducted a qualitative study to explore how TikTok’s algorithm affects user experience and content perception. By analyzing journal entries from three participants over three weeks, I aimed to uncover patterns in content delivery and user sentiment.
- Role: Researcher & Analyst
- Duration: 3 weeks
- Tools Used: User Journaling, Thematic Analysis, Data Visualization
- Team: Solo project with participant collaboration
- Focus: User Experience, Algorithmic Impact, Content Analysis
❓ The Problem
TikTok’s algorithm is renowned for its personalized content delivery, yet concerns have arisen regarding its potential to expose users to biased or harmful content. This study sought to understand:
How does TikTok’s algorithm influence the type of content users receive, and what are the implications for user perception and behavior?
🔍 Research & Discovery
- Participants: Three colleagues who are regular TikTok users.
- Method: Each participant maintained a journal, noting their experiences and observations every time they used TikTok over a three-week period.
- Data Collected: A total of 114 entries, averaging about two entries per participant per day.
🧠 Key Insights from Analysis
- Content Classification: Entries were categorized into themes such as “Normal,” “Censorship,” “Right-Wing Extremism,” “Pro-Trump,” and “General Irrelevance.”
- Notable Findings:
- Approximately 31% of entries were labeled as “Normal,” indicating standard user experience.
- Significant portions highlighted exposure to political content, censorship issues, and irrelevant or repetitive content.
- Users reported unexpected shifts in their content feeds, including sudden appearances of political or extremist content.
💡 Synthesis & Recommendations
- User Awareness: Participants became more conscious of the content they consumed and its potential influence.
- Behavioral Change: All three considered reducing their TikTok usage; one contemplated deleting the app entirely.
- Platform Trust: The study raised questions about TikTok’s brand safety and its role in content curation.
✨ Outcomes
- The study provided qualitative evidence of TikTok’s algorithmic impact on content delivery and user perception.
- It highlighted the need for greater transparency in content algorithms and user education on media literacy.
🔁 Reflections
This project underscored the importance of user-centered research in understanding digital platforms. It demonstrated how qualitative methods like journaling can reveal deep insights into user experience and algorithmic influence.
“Even without direct usage, observing others’ interactions with technology can provide valuable perspectives on its broader societal impact.”
