Quantify your

concept:Combining market research and UX survey methods to evaluate new ideas

How do you test out a new idea?

Ryan Kasper

Idea Talk to PeopleQualitative

Survey the MarketQuantitative

Part 1Show Concept

Part 2Ask UX Questions

User tests of new ideas can provide rich qualitative information about how the idea can impact users, but it takes additional research to understand how strong that impact could be in the larger market. To gauge the impact on a larger scale, you can use a concept evaluation survey, which allows you to show and describe concepts while gathering quantitative data.

Concept Evaluation Survey

Part 3Market Research

Reaction ratingsMultiple choiceOpen-endedA/B testingSystem Usability Scale

Net Promoter ScoreJobs-To-Be-DoneLikehood to purchasePricing sensitivityDemographics

@Dr_RyanKasperryan.kasper@citrix.com

Survey ExamplePart 1.Show Concept

Part 2.UX Questions

Part 3.Market Research

“This is your phone. You open the app and arrive on this screen...”

Reaction Ratings

1 2 3 4 5 6 7

Would you like to use this feature?

Multiple Choice How would you share with a friend?

Other

Multiple Choice

I think I would........... ...... .......

“How would you use this saving option?”

1 2 3 4 5

a) I would like to use this tool frequently...k) I needed to learn a lot before using the tool

System Usability Scale

Would you recommend this to a friend?Net Promoter Score

1 2 3 4 5 6 7 8 9 10

How likely would you be to purchase this tool?Likehood to Purchase

1 2 3 4 5 6 7

Please enter the price point at which this tool:a) is too expensive:b) is so inexpensive you question the quality:c) is getting expensive, but you still consider it:d) is a bargain:

Pricing Sensitivity

Minimize my e!ort to "nd a photographa) How important is this need to you?b) How well is this need currently satisi"ed?

Jobs-To-Be-Done

1 2 3 4 5 6 7 8 9 10

Please select your industry Healthcare Law Other

Demographics

Survey Method DetailsA/B TestingShow a group of people one version, and the other group a di!erent version. Then, compare their answers to certain questions.

Version A Q1 avg = 3.7 Version B Q1 avg = 5.9

Part 1. Show ConceptThis part of the survey focuses on showing and describingthe concept. You can use the same images as in 1:1 sessions.One interesting approach to comparing alternative conceptversions is to do an A/B test.

Part 2. UX Questions System Usability Scale (SUS)!If you want to gauge how usable your concept seems,consider using the SUS. The SUS is a 10-questiontool that gives you a perceived usability measure.

SUS Analysis

SUSScore

100

0

IndustryAverage

Concept

Ask UX questions along the way to understand howpeople react to the concept. Some standard surveyquestions include reaction ratings, multiple choice,and open-ended questions.

References1. Brooke, J. (1996) Usability Evaluation in Industry. 2. Reichheld, F. (2003) Harvard Business Review 3. Van Westendorp, P. (1976) Proceedings of the ESOMAR Congress.

Pricing Sensitivity3

To determine the potential monetary value of theconcept, use the Van Westendorp Pricing SensitivityModel, which uses 4 questions to determineacceptable price points.a) too expensive b) so inexpensive you would question the qualityc) getting expensive, but would still consider it d) a bargain

$$ Amount

% R

espo

nses

Highest acceptable

Price Points:Lowest acceptable

Part 3. Market Research

Jobs-To-Be-Done2

This method can help identify the market opportunity for acustomer need, as well as the potential value of the concept.

Current SatisfactionHow well is this needcurrently satis"ed?

ImportanceHow important isthis need to you?

HighOpportunity

Gauge market opportunity

Satisfaction w/ ToolHow well would this toolsatisfy this need?

ImportanceHow important isthis need to you?

HighValue

Gauge value of concept

To understand more about the potential market for theconcept, include market research questions. Forexample, you may want to know the demographics ofthose that respond well to the concept, or whetherpeople would purchase the tool. Below are twomethods that can give great market insights.

Ryan Kasper

ryan.kasper@citrix.com@Dr_RyanKasper