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Have you recommended a product to a friend? Will you recommend that same product to a friend again? Which of these questions is a better indicator of whether you will actually recommend a product? If people were consistent, rational, and honest, it’s simple. The second question asks about future intent so that would be the logical choice. It may come as no surprise that people

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Booking a flight online involves more than selecting two cities and departure times. Airlines have given consumers many more choices when booking a flight. Do you want: Economy, basic economy, sub-basic economy? 2 bags, no bags, 1 carry on, no carry on? Board early, board late? Pick a seat, get assigned a seat? Each choice requires a decision and has a cost implication. In fact,

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For measuring the user experience, I recommend using a mix of task-based and study-level measures that capture both attitudes (e.g. SUS, SUPR-Q, SEQ, and NPS) and actions (e.g. completion rates and times). The NPS is commonly collected by organizations and therefore UX organizations (often because they are told to). Its popularity inevitably has brought skepticism. And rightfully so. After all, the NPS was touted as

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It seems like each year introduces a new measure or questionnaire. Like a late-night infomercial, some are even touted as the next BIG thing, like the NPS was. New questionnaires and measures are a natural part of the evolution of measurement (especially measuring difficult things such as human attitudes). It’s a good thing. I’ll often help peer review new questionnaires published in journals and conference

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Have you taken a survey for a company without an incentive? I mean surveys where you have no clear chance of winning a prize, getting a discount, or receiving any clear compensation for your time? If you did, what motivated you to take it? Were you just curious, maybe killing time? Did you have a more positive or negative attitude toward the product or company

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Does better usability lead to more revenue? What about positive word of mouth? Is it tied to revenue growth? Are UX metrics for usability and intent to recommend able to track future revenue growth? Many UX researchers who work for software companies or on software products collect UX metrics. In fact, we strongly advocate for it. As part of implementing a plan to improve UX,

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Public officials don’t care much about what the general public thinks. Voting is the only way ordinary people can have a say in government. How much do you agree with those two statements? If the order in which those items were presented were switched, would it affect how you responded? While most UX and customer research doesn’t involve sensitive topics, does the order in which

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It was another busy year at MeasuringU. We posted 50 new articles, added new features to MUIQ—our UX testing platform, hosted our 6th UX Bootcamp, and released the book, Benchmarking the User Experience. We also moved into a bigger new space in Denver’s Cherry Creek neighborhood. It’s three times the size of our old space with state-of-the-art labs and we hosted UX Book Club this

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Need food fast? Hate standing in line to place an order? Restaurant delivery is growing rapidly. But delivery service providers such as Grubhub, Uber Eats, DoorDash, and Just Eat aren’t the only food services that will deliver right to your office or door and save you a trip to a crowded (and often unremarkable) experience. Several international restaurant chains have moved beyond providing only menus

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The one number you need to grow. That was the title of the 2003 HBR article by Fred Reichheld that introduced the Net Promoter Score as a way to measure customer loyalty. It’s a strong claim that a single attitudinal item can portend company success. And strong claims need strong evidence (or at least corroborating evidence). In an earlier article, I examined the original evidence

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