THINC: A Hybrid Methodological Framework for Human-Computer Interaction Analysis – A Case Study of Design Thinking within Virtual Reality

This chapter introduces a methodological framework we call THINC—Tracking Human-computer Interaction through Neural and Cognitive data—which is designed to understand human-computer interactions (HCI) by integrating neural and cognitive data. THINC serves as a framework that tries to connect objective and subjective data, combining them to provide a new perspective and deeper insights into human interactions with computers, especially the recently developed immersive technologies. We first explore existing approaches, highlighting their strengths and limitations, and then propose THINC as a hybrid solution that attempts to integrate objective and subjective data to gain deeper, real-time insights. To illustrate its application, we present and discuss a design thinking study conducted within immersive virtual environments (IVE) with different Levels of Fidelity (LoF) to see how the LoF might influence design thinking. Through this case study, the chapter demonstrates how THINC allows us to better understand the differences between cognitive processes of designers as they engage with immersive environments with different levels of realism. Keywords: Neurocognitive analysis, Human-computer Interaction (HCI), Design thinking, Virtual Reality, Protocol analysis, Electroencephalography (EEG), Design cognition, Design neurocognition, Methodology, Fidelity, Mixed methods