Topics
Topics
How to Calculate Customer Lifetime Value in 5 Steps
Customer lifetime value (CLV) may sound like something only accountants care about. But there are good reasons researchers and designers should have some idea about the monetary value of a customer. Measuring ROI: If your efforts lead to improving the user experience and that translates into retaining more existing customers or gaining new customers, knowing
When a Survey is the Better Research Method
Have you taken a terrible survey? Or, perhaps you were on the receiving end of the results? Too long. Leading questions. Poor response options. Overgeneralized findings and misinterpreted data. There’s no doubt that surveys can be overused and abused. Maybe you’ve even thought about abandoning them altogether. But is that abuse greater in surveys than
10 Metrics to Track the ROI of UX Efforts
Was all that effort worth it? Showing a return on an investment (ROI) is a good thing, but not always an easy thing to do. One of the most difficult parts of calculating a return on investment from UX efforts is that you need to isolate the influence of UX efforts on revenue to show
Comparing Between and Within Subjects Studies
When you’re planning a study to compare multiple interfaces, one of the first choices to consider is whether to use a within-subjects or between-subjects approach. The interfaces can include anything you want to compare: design mockups, competing websites, or a new mobile app design with an old mobile app design. The choice comes down to
5 Old-School Research Books Still Worth the Read
A few classic books in the UX field get a lot of attention. And as technology changes, dozens of books are released each year for the UX designer and researcher. But if you blow off some of the dust, you’ll find some lesser-known classics that predate mobile and the web that are still worth the
5 Types of Usability Tests
While we often talk about usability tests as if there is one type of usability test, the truth is there are several varieties of usability tests. Each type addresses different research goals. Don’t confuse the five usability testing types with the interface type or the testing modes. Interface types are mobile (website or apps), desktop
32 Ways to Measure the Customer Experience
There’s a lot to measure in the customer experience. There’s also many ways to collect the measurements. While the “right” methods and metrics you select depend on the industry and study goals, this list covers most of the online and offline customer experience. It includes a cross section of the four types of analytics data
5 Essential Statistical Tests and Calculators
You can slice and dice data in a lot of ways using a variety of statistical tests. The type of study, data type, and your research question will dictate the right statistical test you need to perform. With the five tests I cover here, you can test most of your hypotheses in the customer experience.
Measuring & Modeling Customer Expectations
Was that what you were expecting? How do you feel when you’re pleasantly surprised by the quality of a hotel room, the service at a restaurant, or the features in a new app? And how do you feel when it takes 20 minutes to pay your bill online (after calling customer service) when you expected
5 Things to Know about Likert Scales
You’ve seen them. You’ve answered them. It seems like everyone has an opinion about them. Here are five things to know about the famous Likert scale. (One for each response option!) The Likert scale was developed and named after psychologist Rensis Likert. The now ubiquitous Likert scale consists of multiple items. Participants are asked to
10 Statistics Articles for Researchers
Geek out this summer and catch up on some stats. With your kids home from school with their reading lists, now’s the perfect time to create a reading list of your own to tackle this summer. I know reading statistics articles probably isn’t your idea of a summer vacation; however, I’ve selected ten articles from
How to Statistically Test Preference Data
Which design do you prefer? Which product would you pick? Which website do you find more usable? A cornerstone of customer research is asking preferences. A common scenario is to show participants a set of designs or two or more websites, and then ask customers which design or site they prefer. While customer preferences often