SUPR-Q

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Over half of U.S. households have a pet. And for many people, they are more than pets; they are family. But pets are also a big business. It’s estimated that pet related products and services account for $70BB annually in the U.S. alone. And a lot of that spending happens online. To better understand the pet website user experience, we conducted two studies. The first

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There’s a lot to do outside. Biking, hiking, fishing, hunting, boating, and driving an RV all fall under the umbrella of the outdoor recreation industry. Depending on how broadly it’s defined, it can be anywhere from a $10 billion to $800 billion industry. And all the gear needed for these outdoor activities can be bought in brick-and-mortar and online stores. For now, Amazon has yet

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Online dating websites are one of the primary ways people find dates and even future spouses. These sites represent the bulk of a 3 billion dollar dating services industry. In fact, around 30% of recent marriages started online, but it’s not like finding a date is as easy as filtering choices on Amazon and having them delivered via drone the next day (not yet at

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The hold music. The wait time. The menu that always seems to have just changed. Calling customer service is not usually what people want to do in their spare time. But it’s often necessary and represents an important touchpoint for companies that interact with their customers. Understanding why people call customer support is also a good place to start identifying problems in the user experience

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Users' attitudes about an experience affect their future behavior. People who think a website is less usable or less attractive will probably visit less, purchase less, and recommend the website less. Understanding users’ attitudes now (easier to measure) can help predict users’ behavior in the future (harder to measure). At least that’s the idea behind using standardized questionnaires such as the SUPR-Q. But there’s actually not

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What are the admission requirements? What courses are available this semester? How much exactly does it cost to attend? Where do I park for the football game? University websites are the information hubs for prospective and current students, parents, and faculty, who usually come to the site with a specific goal in mind. With such diverse audiences, these websites need to be accessible enough for

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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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Where do you get your news? Do you think it’s objective? Do you trust it? Fewer people are relying on print (newspapers and magazines) and even TV for their news. Print subscriptions continue to decline and almost half of Americans report getting their news online, nearly the same as TV news. Despite the evolution of the news “interface” from print and TV to digital, many of

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