Blog Topic: Measurement

A Decision Tree for Picking the Right Type of Survey Question

May 25, 2021

Crafting survey questions involves thinking first about the content and then about the format (form follows function). Earlier, we categorized survey questions into four content types (attribute, behavior, ability, or sentiment) and four format classes (open-ended, closed-ended static, closed-ended dynamic, or task-based). As with any taxonomy, there are several ways to categorize response options (e.g.,

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Picking the Right Dependent Variables for UX Research

July 31, 2019

What gets measured gets managed. It’s more than a truism for business executives. It’s also essential for the user experience professional. In business, and UX research in particular, you don’t want to bring focus to the wrong or flawed measure. It can lead to wrong decisions and a misalignment of effort. In an earlier article,

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How Accurate Is Self-Reported Purchase Data?

April 24, 2019

How much did you spend on Amazon last week? If you had to provide receipts or proof of purchases, how accurate do you think your estimate would be? In an earlier article we reported on the first wave of findings for a UX longitudinal study. We found that attitudes toward the website user experience tended

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Dependent variables

What Is the Purpose of UX Measurement?

February 27, 2019

We talk a lot about measurement at MeasuringU (hence our name). But what’s the point in collecting UX metrics? What do you do with study metrics such as the SUS, NPS, or SUPR-Q? Or task-level metrics such as completion rates and time? To understand the purpose of UX measurement we need to understand fundamentally the

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What Is the CE11 (And Is It Better than the NPS)?

February 6, 2019

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.

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How to Assess the Quality of a Measure

January 30, 2019

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

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10 Things to Know About the SUPR-Q

10 Things to Know About the SUPR-Q

June 13, 2018

The SUPR-Q (Standardized User Experience Percentile Rank Questionnaire) is a standardized questionnaire that measures the quality of the website user experience. It’s an 8-item instrument that’s gone through multiple rounds of psychometric validation and is used by hundreds of organizations around the world. Here’s a list of 10 essential things to know about the SUPR-Q.

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Measuring the Reliability of the Net Promoter Score

Measuring the Reliability of the Net Promoter Score

April 25, 2018

Your car doesn’t start on some mornings. Your computer crashes at the worst times. Your friend doesn’t show up to your dinner party. If something or someone isn’t reliable, it’s not only a pain but it makes your life less effective and less efficient. And what is true for people and products is true for

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Outsourcing a UX Benchmark vs. Doing it Yourself

January 17, 2018

Benchmarking is an essential part of a plan to systematically improve the user experience. A regular benchmark study is a great way to show how design improvements may or may not be improving the user experience of websites and products. After you’ve decided you’re ready to conduct a benchmark, you’ll need to consider whether to

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Changing the Net Promoter Scale: How Much Does It Matter?

November 29, 2017

The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty. For many companies, it’s THE only metric that matters. With such wide usage across different industries, departments, and companies of various sizes, it’s no surprise many questions and controversies arise. Some are systemic—should the NPS be used as a key metric?—and some

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