Information foraging theory provides a framework for understanding how people search for and consume information. It views this process as an adaptive activity where individuals make choices to find the most relevant data. The theory suggests that information-seeking behaviors are not random but are guided by a drive to gain the most valuable information for the least amount of effort.
The Animal Kingdom Analogy
The foundation of information foraging theory is an analogy to how animals search for food, originating from a biological concept called Optimal Foraging Theory. This model posits that an animal’s feeding habits are structured to maximize its energy intake over time. For any predator, certain prey is worth the energy to pursue, while chasing other types would result in a net energy loss.
A simple example is a bird deciding which patch of bushes to explore for berries. The bird must weigh the potential amount of food in a patch against the energy it will expend flying to it and searching. This cost-benefit analysis is central to its survival, as the goal is to get the most benefit for the lowest cost in effort.
In the early 1990s, researchers observed strong parallels between these animal foraging strategies and how people search for information. They adapted the biological principles to describe human information-seeking behavior. This adaptation was based on the idea that cognitive mechanisms evolved for efficient food foraging could be applied to finding information.
Core Concepts of Information Foraging
The theory is built upon several core concepts, with a primary one being “information scent.” This refers to the cues that help a person predict the value and relevance of information down a specific path. Much like an animal uses a scent to track prey, a person relies on indicators like headlines or link text to gauge whether a link will lead to useful content. These cues guide users in deciding whether to invest time following a particular trail.
Information is often found in clusters, which the theory defines as “information patches.” These are discrete sources or locations, such as a single webpage, a search engine results page, or a folder of documents. When in a patch, a person continually decides whether to exploit the current location for more information or move to a new one. This decision is based on whether the rate of gaining valuable information is high enough to justify staying.
This leads to the concept of an “information diet,” which describes the collection of sources a user decides to engage with. Just as an animal’s diet is shaped by which foods are available and worth pursuing, a user’s information diet is determined by a cost-benefit analysis. The “cost” is the time and mental effort required, so users gravitate towards sources that offer the highest perceived value for the lowest cognitive expenditure.
The Foraging Process in Action
To understand these concepts, consider a user trying to find customer support to return a product on an e-commerce website. The user lands on the homepage and begins to forage, evaluating the “information scent” of the available links. Words like “Help” or “Support” likely have a stronger scent than “My Account” or “Daily Deals.”
Based on this assessment, the user clicks “Help,” entering a new “information patch”—the help section. Once inside this patch, they assess its value by scanning for keywords like “returns,” “exchanges,” or “refund policy.” If these terms are prominent and the links seem relevant, the user will continue to exploit this patch, digging deeper into the provided articles.
However, if the help section is poorly organized or the links are confusing, the user perceives the patch as having a low yield. The cost of their time and effort starts to outweigh the benefit of the information they are finding. At this point, they might abandon the patch and adjust their “information diet,” perhaps by using the site’s search bar or leaving the website entirely to search on Google.
Applications in Digital Design
The principles of information foraging have direct applications in digital design and development. User Experience (UX) designers and content strategists use this framework to create websites and applications that are more intuitive and efficient. The goal is to cater to the natural foraging behaviors of users.
One application is the creation of strong “information scent.” Designers achieve this by using clear, descriptive labels for links, writing concise headlines, and ensuring navigation menus are logically organized. When the scent is strong, users can more accurately predict what they will find, which guides them smoothly toward their goal.
Web developers and information architects also structure websites into well-defined “information patches.” They organize content into logical sections and pages, making it easier for users to find what they need. By ensuring each patch is rich with relevant content, they help users satisfy their information needs efficiently, which improves user satisfaction and reduces bounce rates.