Although there are several different types of user tests, these can be grouped into 2 categories: qualitative techniques (in which users tell you whatever they want) and quantitative techniques (where you measure how individuals participate).
These areas can be thought of as the art and science of user research.
Qualitative approaches: the art of user-based testing
Listening is at the heart of qualitative research. It allows you to learn about users’ attitudes, desires, and goals, as well as their responses to concepts such as a design concept. We use a limited sample group to conduct qualitative testing before or throughout the initial phases of development.
The following are some examples of qualitative techniques for learning about user preferences:
Advisory Boards
Small numbers of carefully chosen individuals who can discuss the problem(s) at hand and the anticipated future state. Based on the scope, these often comprise some partners that may or may not comprise end users.
This is normally the quickest and least expensive method of user research, but it carries the risk of not getting enough (or any) end-user feedback to guarantee that you’re fulfilling the project’s true needs. It’s frequently used in combination with other research methodologies. You could be the first stage in a project, assisting you in understanding the project’s motivations and goals.
Focus Groups
End users are divided into small groups and asked some questions in a group environment to obtain feedback on the initiative. The cost and timeliness of this type of study are often determined by how simple it is to obtain end-users and schedule sessions. Focus groups are usually conducted for one or two days, with the data assessed shortly afterward.
Stakeholder/User Discussions in Detail
Meetings performed one-on-one or in small numbers of 2-4 users with comparable jobs to collect data points independently. Then evaluate them to discover underlying trends. The timing is determined by the interviewees’ calendars. The additional time is generally worth it because it allows more consumers to participate directly.
Quantitative approaches: the science of user-based testing
The goal of quantitative approaches is to obtain accurate measurements of user actions and trends of use. We frequently employ these techniques early in the development process to test a suggested solution or obtain feedback on an existing one. However, we also employ them at the end of a job and as parts of our continuing user testing. The majority of studies employ a large sample size.
First, there are quantitative approaches for learning about user preferences:
Online Surveys
Online surveys are a convenient and rapid approach to gathering opinions from a big number of individuals. They should ideally include a series of yes/no questions as well as the option for consumers to contribute extra input so that you can fully comprehend their responses.
Multivariate Testing or A/B
Allows you to divide website traffic into groups to compare 2 or more solutions and evaluate which one works better for the goal at hand. Key performance metrics can demonstrate which style is the most effective, giving you concrete information on which one to choose.
There’s no such thing as too much testing. A mix of quantitative and qualitative testing is essential for most initiatives. Testing all along the process will keep you focused on users’ needs as you grow (and afterward, as you continue to optimize). As a result, your test strategy should be guided by your objectives, timeframe, and money.
