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Measurement

by Jeff Sauro, PhD | July 30, 2019

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UX ( 68 )
 Methods ( 60 )
 Usability Testing ( 52 )
 Statistics ( 51 )
 Survey ( 34 )
 Usability ( 32 )
 Benchmarking ( 28 )
 Customer Experience ( 27 )
 User Research ( 27 )
 NPS ( 22 )
 SUS ( 21 )
 Sample Size ( 18 )
 Net Promoter Score ( 17 )
 Usability Problems ( 17 )
 Measurement ( 15 )
 Metrics ( 15 )
 Rating Scale ( 15 )
 User Experience ( 14 )
 Usability Metrics ( 13 )
 SUPRQ ( 12 )
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 UX Metrics ( 7 )
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 Reliability ( 7 )
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 SUPR-Q ( 6 )
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Picking the Right Dependent Variables for UX Research

By Jeff Sauro, PhD . July 30, 2019 . Tags: ,
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, I discussed the differences between the most common variables in

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How Accurate Is Self-Reported Purchase Data?

By Jeff Sauro, PhD . April 23, 2019 . Tags: ,
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 to predict future purchasing behavior. In general, customers of websites

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What Is the Purpose of UX Measurement?

By Jeff Sauro, PhD . February 26, 2019 . Tags: ,
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 purpose of measurement. But settling on a definition of measurement

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

By Jeff Sauro, PhD . February 5, 2019 . Tags: ,
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. And rightfully so. After all, the NPS was touted as

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How to Assess the Quality of a Measure

By Jeff Sauro, PhD . January 29, 2019 . Tags: ,
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 help peer review new questionnaires published in journals and conference

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10 Things to Know About the SUPR-Q

By Jeff Sauro, PhD . June 12, 2018 . Tags: ,
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. 1. It’s derived from research and refined across studies. Instead

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Measuring the Reliability of the Net Promoter Score

By Jeff Sauro, PhD . April 24, 2018 . Tags: , ,
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 measurement. The wording of items and the response options we

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Outsourcing a UX Benchmark vs. Doing it Yourself

By Jeff Sauro, PhD . January 16, 2018 . Tags: ,
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 conduct it internally within your company or outsource all or

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

By Jeff Sauro, PhD . November 28, 2017 . Tags: ,
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 are trivial—should the NPS be treated as a percentage? In

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How to Know Which Items to Remove in a Questionnaire

By Jeff Sauro, PhD . October 31, 2017 . Tags: ,
Surveys often suffer from having too many questions. Many items are redundant or don’t measure what they intend to measure. Even worse, survey items are often the result of “design by committee” with more items getting added over time to address someone’s concerns. Let's say an organization uses the following items in a customer survey: Satisfaction Importance Usefulness Ease of use Happiness Delight Net Promoter

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