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Fifteen minutes could save you 15%. Nationwide is on your side. You’re in good hands with Allstate. Auto insurance commercials are ubiquitous. It’s no wonder, considering the market. In 2020, the population of the United States was 331,000,000, and 230,000,000 Americans were licensed drivers. If you drive, you should have auto insurance. Until recently, most customer interactions with an auto insurance company were through its

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The Net Promoter Score (NPS) is a popular business metric used to track customer loyalty. It uses a single likelihood-to-recommend (LTR) question (“How likely is it that you will recommend our company to a friend or colleague?”) with 11 scale steps from 0 (Not at all likely) to 10 (Extremely likely). In NPS terminology, respondents who select 9 or 10 on the LTR question are

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Despite the ease with which you can create surveys using software like our MUIQ platform, selecting specific questions and response options can be a bit more involved. Most surveys contain a mix of closed-ended (often rating scales) and open-ended questions. We’ve previously discussed 15 types of common rating scales and have published numerous articles  in which we investigated their measurement properties. Now we turn our

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The Net Promoter Score (NPS) is a widely used metric, but it can be tricky to work with statistically. One of the first statistical steps we recommend that researchers take is to add confidence intervals around their metrics. Confidence intervals provide a good visualization of how precise estimates from samples are. They are particularly helpful in longitudinal research to help differentiate the inevitable fluctuations in

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Happy New Year from all of us at MeasuringU! 2020 was a crazy year, but we still managed to post 48 new articles and continued improving MUIQ, our UX testing platform. We hosted our seventh UX Measurement Bootcamp, this time virtually. The change of format was a challenge, but it was fantastic to work with attendees from all over the world. The topics we wrote

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Like pictures and pixels on a screen, words are a type of user interface. Complex language, like complex software, can lead to misunderstanding, so words should communicate effectively while being easy to understand. The solution, to paraphrase William Zinsser, is to use words that are simple and concise—a guideline that also applies to UX questionnaires. This brings us to the UMUX-Lite, an increasingly popular UX

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The two-sample t-test is one of the most widely used statistical tests, assessing whether mean differences between two samples are statistically significant. It can be used to compare two samples of many UX metrics, such as SUS scores, SEQ scores, and task times. The t-test, like most statistical tests, has certain requirements (assumptions) for its use. While it’s easy to conduct a two-sample t-test using

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Cases spike, home prices surge, and stock prices tank: we read headlines like these daily. But what is a spike and how much is a surge? When does something crater versus tank or just fall? Headlines are meant to grab our attention. They often communicate the dramatic story the author wants to tell rather than what the data say. It isn’t easy to write headlines.

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Rating scales have been around for close to a century. It’s no wonder there are many questions about best practices and pitfalls to avoid. And like any topic that’s been around for that long, there are urban legends, partial truths, context-dependent findings, and just plain misconceptions about the “right” and “wrong” way to use and interpret rating scales. We’ve been researching and conducting our own

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Sliders are a type of visual analog scale that can be used with many online survey tools such as our MUIQ platform. The literature on their overall effectiveness is mixed (Roster et al., 2015). On the positive side, evidence indicates that sliders might be more engaging to respondents. On the negative side, evidence also indicates that sliders can be more cognitively and physically challenging than

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