Back to glossary
Usability testing
Back to glossary
Usability testing
The test helps identify issues with a product before being put on sale, but also shows what works well. In market research, it isn’t much different; the researcher gives a representative user the product and allows them to test it with some feedback. The feedback provided by the participant can also act as leverage to create a better marketing campaign.
Having a researcher with good observational skills is important when conducting usability testing because they will need to be able to observe the participant closely. Sometimes what the participant does or how they act is different to how the product developers intended; which could lead to misuse of the product and make the product less profitable. In some circumstances, this could create a negative perception about the brand or company behind it.
Often, during usability testing, participants will be asked to solve a problem (or something similar) with the product, then to say aloud what they think they’re doing. This allows the researcher to observe differences in how the participant thought the product would work, what they are doing and what they think they are doing. This then allows the researcher to better understand how customers could misuse the product once it has been released.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
