Qualitative usability testing takes a closer look at user interactions with websites and software applications using skilled behavior observation and probing questions. This is an excellent approach to gather first-hand data from real users.
Website and app design involves both technology and art. When it comes to designing them, both clients and designers go for the “gut” feeling and personal likes and dislikes. Unfortunately, often, the ultimate target audience is poorly understood or simply ignored.
Qualitative usability testing allows for a deeper understanding of the gaps between what users do and say, which often is not the same. Using small samples, this type of testing can show us where large usability issues exist and why. With a little bit of investment upfront in these tests, you can save time and money in the long run by avoiding the higher costs of redoing and redeveloping an ineffective website or application.
Finding the optimal design is often an iterative process where changes are made as feedback is gathered from the target audience at different stages of a website or app conception.
We conduct research using qualitative methods at any stage of the development, from the idea/wireframe phase, to design prototypes to full developed websites or apps, providing unbiased feedback of what makes them effective in supporting customer acquisition and retention goals.
There are also small-scale un-moderated usability testing modalities that can be more appropriate depending on the target audience location, timeline, and budget. When possible, we recommend combining qualitative usability testing with large-scale quantitative unmoderated tests to validate certain hypotheses.
Qualitative usability testing can be moderated, in-person and remotely, or un-moderated, which are often done remotely. They are based on the “think-aloud” methodology, in which we observe users’ behavior and listen to their feedback as they perform the tasks. These studies can be conducted with eye-tracking technology.
The choice of modality depends on the study goals, types of users, the technology available, budget, and timeline.
Moderated, in-person qualitative user testing is most appropriate when:
Remote, moderated or unmoderated qualitative user testing is more appropriate when:
Relevant Insights can recruit qualified 2C and B2B participants through our sample provider partners for both qualitative and quantitative research. Relevant Insights can also recruit participants from your customer database and will implement procedures to protect any identifiable personal information.
As an alternative, you may also recruit directly from your own customer database if data privacy restrictions don’t allow for customer data sharing. In these cases, we will provide the necessary data collection tools or work with your data collection tools (i.e., survey tools) if the data is required to stay in the account.
After discussions with you, we determine the sample parameters and assist in developing screeners. We also manage participant incentives.
Four to six weeks.
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