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User Research Technologies

Earlier this month the Austin chapter of the Usability Professionals’ Association hosted a panel on user research technologies. One of the attendees, Erin Lynn Young, posted some excellent notes about the evening here.

 

Morae, Uservue, Silverback, Clicktale, VMWare and WebEx were the main technologies covered; however, the open discussion surfaced many other technologies as well – such as TreeJack from OptimalWorkshop and Grupthink for capturing open-ended responses.

 

Morae is our tool of choice for lab-based usability testing here at Sentient. It is actually a suite of products with Recorder, Observer and Manager.

• Recorder – used to record the actual test sessions – is simple to set up, transparent during the actual session and allows for “markers” to be inserted into the recording via quick key shortcuts.
• Observer – used to stream test session live – is easy to connect to Recorder for streaming and allows an observer to insert “markers” into the recording as well.
• Manager – used on the backend for analysis – has robust editing capabilities allowing you to create a story board with analytics and video clips

When we are doing eye tracking in a study (another tool in our user experience arsenal), we use Tobii Studio. It has many of the same capabilities of Morae and adds the additional layer of eye tracking. In analysis, we can create heatmaps (an aggregate image across all participants that represents the eye gaze data of all users viewing a given page) and gaze timelines (an image indicating the path of one user’s eye gaze for the during of each page, view or visual stimulus.

 

 

What tools and technologies have you used or come across? 

Eye Tracking Web Usabilty - Jakob Nielson + Kara Pernice

So, while putting off a late night report review I came across Cennydd Bowles UK blog reviewing the new eye tracking book - Eye Tracking Web Usability. The bottom line review of the book - not a great read and not a great case for eye tracking (even though that is the express purpose of the book). I beg to respectfully disagree - my response here.

Let me know your thoughts, would love to continue the discussion.

Social Media and Market Research

Earlier this month Brad Bortner posed this question in The Forrester Blog For B2B Market Research Professionals:

"Are MROCs [Market Research Online Communities] the next big thing in market research, and will they eventually take measurable share from traditional qualitative research?"

Sentient Services has been working in online qualitative for a few years now through asynchronous bulletin board focus groups. While you give up a lot in moving away from a face-to-face interaction (body language, vocal intonation, etc.), in an asynchronous online group you have a lot of different strengths.

1. Less time restraint – respondents have more time to think, they can look up notes and do “homework” assignments. Additionally, we can let side conversations go and see if the tangent provides additional insight
2. Broader coverage – asynchronous participation means that respondents aren’t locked into 6-8pm ET, making time zones a non-issue. This translates to breaking down some geographic boundaries.
3. Bigger groups – we’re not limited to the capacity of a conference room, meaning that we “seat” at least 12 participants per group (vs. 6-8 participants in a traditional group).

While we’ve previously scrutinized sample goodness when using social networks for market research and the value of polling features in LinkedIn, I believe MROCs (private online communities focused on research) are just an extension of online methodologies we already see. Instead of recruiting participants to one online discussion or survey, they are being recruited for continuing feedback on a variety of topics. And MROCs will impact both qualitative and quantitative research – it’s just as easy to host a survey in an online community as it is a forum discussion.

What are your thoughts on MROCs? What other evolutions do you foresee in the research industry?

Sentient Services (Ubiquity Marketing Un Summit 2009) V1

Presentation from Paul Janowitz (Founder, Sentient Services) at the 2009 Ubiquity Marketing unSummit.

Covers the current state of research in a customer driven web2.0 world. Contains tips and resources for entrepreneurs to leverage free and inexpensive market research techniques.

Sentient Services (Ubiquity Marketing Un Summit 2009) V1

View more presentations from Paul Janowitz.