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You Can Report Percentages with Small Samples, but Should You?

In an earlier article, we demonstrated how it’s completely permissible from a statistical perspective to report numbers when studies have very small sample sizes (fewer than ten people). When you use numbers, you can present them as raw numbers, fractions, or percentages. You can present them in a report, on a train, or on a

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Is the SUS Too Antiquated?

The System Usability Scale (SUS) is one of the oldest standardized UX questionnaires. John Brooke is now retired; should the questionnaire he developed almost 40 years ago accompany him on the beach with a piña colada? After all, the SUS was developed when there were green-screen computer monitors. How can it possibly apply to mobile

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49 UX Metrics, Methods, & Measurement Articles from 2023

All of us at MeasuringU® wish you a Happy New Year! In 2023, we posted 49 articles and continued to add features to our MUiQ® UX testing platform to make it even easier to develop studies and analyze results. We hosted our eleventh UX Measurement Bootcamp, again as a blended virtual event with a combination

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Should You Report Numbers or Percentages in Small-Sample Studies?

“Don’t include numbers when reporting the results of small-sample research studies!” “If you must, definitely don’t use percentages!” “And of course, don’t even think about using statistics!” We regularly hear variations of this advice from well-intentioned researchers, often senior ones. In 2005, we encountered this debate among UX professionals when we participated in a workshop

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UX and NPS Benchmarks of Hotel Websites (2023)

Planning your next vacation can be both exciting and overwhelming. Most travelers do their research and make reservations for flights, activities, and accommodations online. In particular, hotel websites offer the convenience of browsing, comparing, and booking hotels from anywhere. Hotel bookings and revenue have recovered from the depths of the pandemic. Yet with all this

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How to Compare Two Dependent Proportions

In math class, we spend a lot of time learning fractions because they are so important in everyday life (e.g., budgeting, purchasing at the grocery store). Fractions are also used extensively in UX research (e.g., the fundamental completion rate is a fraction), typically expressed as percentages or proportions. Unfortunately, fractions are also hard to learn,

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Does Thinking Aloud Reduce the Evaluator Effect?

In Think Aloud (TA) testing, participants speak their thoughts while attempting tasks. The process is meant to help researchers identify usability problems and potential fixes. Indeed, in an earlier analysis, we found an increase in problem discovery. Our evaluation of 153 videos, split between TA and non-TA, revealed that evaluators uncovered 36–50% more problems with

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Does Thinking Aloud Uncover More Usability Issues?

One of the most popular UX research methods is Think Aloud (TA) usability testing. In TA testing, participants speak their thoughts while attempting tasks. The process helps researchers identify usability problems and potential fixes. But is the process of thinking aloud necessary to uncover problems and insights? Earlier, we investigated the effects of TA on

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A microphone and speech bubble with text: What Do People Say When They Think Aloud?

What Do People Say When They Think Aloud?

Think Aloud (TA) usability testing is a popular UX research method. Having participants speak their thoughts as they attempt tasks helps researchers understand sources of misunderstandings, potentially aiding them in identifying and fixing usability problems. It’s such a common technique in usability testing that we suspect few researchers think about the impacts and consequences (positive

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