Key Driver

by Jeff Sauro, PhD and Jim Lewis, PhD | August 11, 2020

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The UX of Video Streaming Entertainment Websites & Apps

By Jeff Sauro, PhD and Jim Lewis, PhD . August 11, 2020 . Tags: SUPR-Q, Key Driver, NPS, Market Research, User Research

We’ve all spent a lot of time at home this year. The pandemic has made already-popular video streaming services seem essential. The popularity makes sense given the relatively inexpensive subscription fees, the lack of long-term contracts, and the many channels of access (through websites, mobile apps, smart TVs), and there is a LOT of content (albeit distributed across different services). But no matter how good

10 Things to Know about a Key Driver Analysis

By Jeff Sauro, PhD . October 18, 2016 . Tags: Key Driver

What affects customer loyalty more? Price, features, or usability?What are the key drivers of brand attitude?A key driver analysis (KDA) allows you to identify what features or aspects have the biggest impact on an outcome variable such as likelihood to recommend, brand attitudes, and UX quality. It's one of the more powerful techniques we use to help prioritize findings in surveys. Here are 10 things

How much does the usability test affect perceptions of usability?

By Jeff Sauro, PhD . May 17, 2011 . Tags: Key Driver, SUS

It is one of the most important questions to ask when measuring usability. Just how much does the process of measuring impact the metrics we collect? In measuring perceived usability of five popular websites, I found that a single difficult task lowered post-test usability scores by 8%. This was largely driven by users with the least experience with the website, whose scores dropped by almost