Designing an adaptive online advertisement system: A focus group methodology

Human Computer Interaction systems have access to the valuable resource of information that can be collected directly from users of these systems and services. This idea has become a part of the design process for systems that touch users´ perceptions — here, in the field of online advertising and marketing. This research paper discusses a revisited design for an adaptive online advertisement system called MyAds. The methodological approach used for proposing a new design was the focus group methodology, due to the fact that it produces concrete ideas that are needed at this stage of the research. The main outcomes of the experiment agreed on using Amazon as a motivational blueprint for the new design and generated a list of requirements from users, in order for their acceptance level of personalised online advertisements to increase.