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
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
[email protected]@Dr_RyanKasper
