CC staff conducted a total of 117 interviews with publications and users of all kinds. This resulted in nine keyinsights, two of which were relevant to the License Chooser Tool:
Licenses are not understood
While creators understand that CC stands for free content sharing, the specifics of licensing were not clearly understood.
"I've been using CC for years and I couldn't explain the differences between the license options to you."
The Licensing Process is not understood
While creators are motivated to license their work under CC, they have a hard time figuring out how to do so. While usability of the existing License Chooser Tool undoubtedly caused some of this uncertainty, interviews suggested that creators simply did not fully understand the process. In particular, how licenses are generated on the CC website, but often needing to be applied on third-party platforms at the moment the creator uploads their content.
"An event producer and artist says he's always meant to CC license some of his work, but has never gotten around to it. "Maybe if it was more easier, like swipe up to license...""
This has lead to a lack of standardization across platforms, as well as feeling of loss of control by users.