Interviewing Users: How to Uncover Compelling Insights

to obtain statistically significant results.

• Web analytics: Measurement and analysis of various data points obtained from Web servers, tracking cookies, and so on. Aggregated over a large number of users, Web analytics can highlight patterns in navigation, user types, the impact of day and time on usage, and so on.

• Focus group: A moderated discussion with 4 to 12 participants in a research facility, often used to explore preferences (and the reasons for those preferences) among different solutions.

• Central location test: In a market research facility, groups of 15 to 50 people watch a demo and complete a survey to measure their grasp of the concept, the appeal of various features, the desirability of the product, and so on.

Usability testing: Typically done in a controlled environment such as a lab, users interact with a product (or a simulation of a product) and various factors (time to complete a task, error rate, preference for alternate solutions) are measured.

• A/B testing: Comparing the effectiveness of two different versions of the same design (e.g., advertisement, website landing page) by launching them both under similar circumstances.

• Quantitative survey: A questionnaire, primarily using closedended questions, distributed to a larger sample

We don’t have time in our development process to interview our users, so what should we do?