Remote Usability Testing - Buyers Guide 2013

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    Opening

    Thoughts

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    Foreword

    ii

    Remote usability testing has been around for some time now.

    Slowly but surely, as company budgets get tighter and the thirst for

    insights grows, innovation will keep finding new opportunities to

    create necessary solutions to help us excel as professionals.

    Remote usability testing is such a solution. With laboratory

    usability studies often starting with 5-figure costs, remote

    usability testing offers an affordable alternative for companieskeen on learning from their customers and website visitors.

    Yes, I agree, remote usability testing is not comparable to regular

    ol laboratory usability testing, but that does not mean that it

    cannot function as a surrogate, or additional research method.

    Many usability specialists argue that moderated tests can lead to

    more effective and valuable insights, than (unmoderated) remote

    usability testing.

    Although I understand the arguments, consideration must be given

    to the quality/price ratio. Even with a professional performing the

    analysis a five person remote usability study can be up to 10

    times more cost effective than a laboratory usability study.

    With lower costs to getting valuable insights, remote usability

    testing inarguably opens up the market for all companies to start

    researching. There are less rocks to hide under, less excuses to

    convey. Companies can simply no longer deny the fact that

    remote usability research helps improve their companysservice, and ultimately their companys bottom line.

    This guide wont tell you which provider is the best. It is my goal

    to remain objective. All the service providers mentioned offer

    different solutions, with different features, at different prices. This

    guide is an attempt to point out to you, from a practitioners and

    business point of view, whats important to know about a service

    provider prior to doing business with them.

    I have a lot of respect for the service providers who offer us these

    amazing solutions for performing remote usability research. Even

    though some would say that a market leader has been established,

    new companies are already working hard to challenge that

    status quo.

    I hope that the providers of remote usability testing tools willcontinue to innovate and excel. Lets face it... in the end, it is the

    customer who benefits, and that is all that really counts.

    Matthew Niederberger

    Founder actualinsights*

    www.actualinsights.com

    http://www.actualinsights.com/?utm_source=ebook&utm_medium=foreword+link&utm_campaign=Remote+Usability+Testing+Buyers+Guide+2013http://www.actualinsights.com/?utm_source=ebook&utm_medium=foreword+link&utm_campaign=Remote+Usability+Testing+Buyers+Guide+2013
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    People say I make strange choices, but

    they're not strange for me. My sickness is

    thatI'm fascinated by human behavior,

    by what's underneath the surface, by the

    worlds inside people.

    - Johnny Depp

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    Chapter 1

    What I do.

    actualinsights* is a one-stop solution companygeared towards supplying small, medium, and

    enterprise size companies with pragmatic insights

    into conversion and user experience opimization.

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    A single goalI started actualinsights* with one goal:

    To help companiesgain affordable and effective insights to help

    themincrease revenue and customer satisfaction online.

    Whats in it for you?With so many tools in the market today, it is hard to find the right match for you

    and your company. My goal is to help you find the right tool for your research

    needs. Even if you are just starting, or if you are an Enterprise company looking to

    leverage other forms of data such as web analytics.

    By working closely with you and your company in a pragmatic fashion I can help

    you gain insights into customer attitudes and behavior. These insights will help you

    prioritize your optimization efforts, helping you fix or improve those online features

    and functionalities, and increase revenue and customer satisfaction.

    How my experience fits in with your goalsMy experiences range from online user research studies to web monitoring

    activities such as interaction, performance, voice of customer, and analytics.

    With many years of experience under my belt from working with various major

    companies I am confident that I can help you succeed, too.

    HOW I CAN HELP YOU SUCCEED

    1. Services for every budget

    2. Receive actionable insights

    3. Pragmatic research approach

    4. Vast experience in multiple verticals

    5. Internationally focused

    5

    Section 1

    What I do

    How to find me?e: [email protected]

    t: +31648227889

    http://www.facebook.com/actualinsightshttp://www.facebook.com/actualinsightshttp://twitter.com/actualinsights/http://nl.linkedin.com/in/matthewniederberger/http://nl.linkedin.com/in/matthewniederberger/http://www.facebook.com/actualinsightshttp://www.facebook.com/actualinsightshttp://twitter.com/actualinsights/http://twitter.com/actualinsights/http://www.facebook.com/actualinsightshttp://www.facebook.com/actualinsightshttp://www.facebook.com/actualinsightshttp://twitter.com/actualinsights/http://twitter.com/actualinsights/http://nl.linkedin.com/in/matthewniederberger/http://nl.linkedin.com/in/matthewniederberger/mailto:[email protected]:[email protected]
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    Section 2

    Services

    6

    Section 2

    Services

    Conversion OptimizationTake action from insight, but if you are not

    sure how, then let me help you. From

    mockups to prototypes, and projects plans

    to success. Lets get started today.

    Website Usability TestingTest your own website and see how real

    visitors interact and think about it. Or test a

    competitor, and see what they like there.

    Mobile Usability TestingHave a mobile app or website? Perform tests

    a various mobile and tablet devices and learn

    what visitors think of it.

    Customer Feedback AnalysisListen, analyze, and optimize. There is

    nothing more powerful than the voice of the

    customer to help you improve your business.

    Website Performance ResearchFind out how your websites performance in

    terms of page load and server response

    times are affecting your visitors experience.

    Web AnalyticsAre you looking beyond visits and page

    views? Make sure you really make the most

    of web analytics today.

    WorkshopsTired of constantly hiring expensive external

    consultants? *wink* I am more than happy to

    train you and your team on various topics.

    Public SpeakingFrom Google to Travelport, Finland to Spain,

    I will speak and share my insights and

    motivations during your exclusive event.

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    Section 3

    Testimonials

    7

    Theres something fresh about Matthew Ive always appreciated as hes willing to share knowledge

    and skills through his blog as well as through informal chats and internationally recognized publicspeaking events, at which he excels. His community focused efforts reflect his no-nonsense ap-

    proach to gaining and sharing insights.

    Matthew is able to focus on business and customer values, drawing on his broad knowledge of

    qualitative and quantitative analytics tools hes gained through the many years in our industry. His

    unique blend of digital analytics knowledge and user experience make him an ideal, pragmatic

    candidate for any company aiming to take their online presence and data driven decision making

    processes one step further.

    Matthew is one of a kind; few are as dedicated, focused and knowledgeable as him. And make no

    doubt, Matthew knows what he wants. But above all, Matthew gets things done with contagious

    warmth and passion that Ive seldom experienced. Matthew Niederberger is no doubt one of the

    fastest rising stars on the European ecommerce arena.

    Tony Markovski

    MassRelevance

    Aurlie PolsMind Your Privacy

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    Matthew is on top of new developments in UX and analytics and very eager to try out new methods

    and tools. He has a very clear picture of developments in the UX landscape. The variety of tools inhis toolbox help him to gain a very good understanding of his users and the way they behave and

    think. Matthew is eager to learn, a smart guy, professional, and I look forward working with him in

    the future.

    Paul VeugenFounder Usabilla

    Matthew is a thought leader in his niche, Ive enjoyed his keynotes several times. We have regular

    talks about the tools in the market place and share our experiences in testing, analytics and travel

    in general. I always learn something new!

    Wouter BlokGoogle

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    Chapter 2

    Remote

    UsabilityTesting

    What exactly is Remote Usability Testing and howcan your business benefit from it? Being a relative

    new technology can be beneficial for some,

    confusing for others. With a handful of service

    providers in todays market, how can you best

    choose who to deal with?

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    Remote Usability Testing, also known as unmoderated usabilitytesting, is a technique used by usability and user experience

    professionals to conduct usability tests without a lab, and not in

    the presence of the participant.

    Simply put, it is an alternative to laboratory usability

    testing where tests are:

    setup and launched via an online portal

    completed by participants sitting in the

    comfort of their own home, in theory,

    anywhere in the world

    analyzed by the test owner**, online, back

    behind his/her own desk (possibly at home as

    well)

    As in any usability test, the participants screen and

    audio (voice) are recorded for later analysis. In some cases, the

    participant is recorded as well, giving the test owner a complete

    view of the participants behavior online, thoughts spoken

    allowed, and possible facial expressions.

    The latter is often overlooked, but often used as an argument infavor of laboratory usability testing. Recent technological

    breakthroughs, however, have proven that even facial

    expressions in the form of confusion, surprise, frustration, and

    more, can be analyzed with remote usability testing.

    Personally, I think the biggest differentiator between

    the offline vs. online forms of usability testing is

    the communication between the host and theparticipant.

    Remote usability testing allows not only

    enterprise size companies, but even a one-

    man businesses, to discover critical insights in

    web/mobile user behaviors.

    Where tools like iPerceptions, Qualaroo, Usabilla,

    and Mouseflow give us insights through customer

    feedback forms and interaction analysis, remote usability testing

    tools will give you a more richer experience in looking over the

    shoulder and into the mind of the participant.

    And to think, we are still in early phases of it all.

    Section 1

    What is it?

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    ** Some providers offer enhanced services where they will analyze thevideos for you saving you time (it can take an hour to fully analyze a20 minute video), but also leveraging their expertise.

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    In a recent study* conducted among user experience specialists, in house and inagencies, the question was asked:

    What one thing do you think would help most improve user experience for your

    users?

    The majority of the respondents on both sides answered that user testing would

    help the most. It would help in not only improving the user experience but also in

    improving return on investments. A better understanding, proof of visitors

    struggling online, will help fight the common myths that:

    user experience is simply a buzz word

    companies know best what customers want

    user testing costs too much

    To help you better understand how remote usability testing can benefit you, I have

    listed several of them here. The benefits have helped me over the years, so again

    from a practitioners point of view, they should help you, too.

    Better UnderstandingOver the past years my biggest observation with usability testing in general is its

    unique power to create empathy among colleagues, but more importantly among

    stakeholders.

    Section 2

    TOP 5 BENEFITS FOR YOU

    1. Perform affordable usability research

    2. Fast study turn around times

    3. Uses less internal resources

    4. Helps gain valuable insights

    5. Innovative technology

    How can it benefit you?

    11

    * eConsultancy User Experience Survey Report 2013

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    Empathy often leads to a willingness to better understand the

    users experience on your website or mobile app. This alone

    pushes your knowledge and advantage over competitors to a

    higher level.

    Cost Eff

    ectivenessIf you have any experience at all with usability research, then I am

    sure that you at one point in time have seen the bill for one of

    these studies. I have never seen a study cost less than a significant

    5-figure total.

    Without alternatives, these kind of numbers would seem normal.

    Lets do the math for a remote usability research study, using an

    external consultant to perform the analysis:

    10 participants $49 = $490

    8 hours consultancy services $125/hour = $1000

    - 2 hours for test preparation and setup

    - 5 hours for video analysis (30 minutes per video)

    - 1 hour post study consultation

    So for $1490 you can, in theory, conduct a remote usability

    research study. Yes, yes, I am underselling the consultancy hours,but in its basic form the numbers match up.

    Dont forget, it is not only the time that your are saving with setup

    and deployment of the research study. Laboratory usability

    research studies require even more time to prepare, especially with

    regards to recruiting panel members.

    Panel RecruitmentAlright, great technology, but like other online user research tool,

    such as customer feedback surveys, I will need a huge panel to

    get some significant insights.

    The above statement is what withholds a lot of people/companies from expanding user research efforts. A medium level

    survey tool can cost anywhere between $49 to $99 a month, but

    without visitors giving feedback it wont do you much use.

    Remote usability testing tools like those mentioned in this guide

    dont suffer from this.

    All the service providers mentioned will allow you to make use of

    their panel members for testing. The time consuming task ofrecruiting your own panel members is removed from the

    equation.

    Furthermore, all service providers give you control over

    segmentation options for their panel. From age to income,

    education to online skill levels.

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    Need more? It is quite common to see the feature allowing you to

    invite your own panel members for your study.

    TIP The service providers often guarantee a high level of quality

    with regards to the videos, so keep in mind that when using your

    own panel members this guarantee is voided.

    Mobile UsabilityTalking about mobile adoption rates these days is like talking

    about the weather. Everybody does it and everyone still acts

    surprised as if it is an unexpected thunderstorm that will ruin their

    weekend plans.

    Mobile usability testing using remote research tools is a fact.

    Testing can be performed on both Android and iOS devices

    without the use of special software. The most common solution is

    by using a webcam connected to a computer, pointed towards

    the mobile device (often top-down).

    Using this method allows you not only to see and hear the basics,

    ie. the participants device screen and voice, but also to see the

    movements of the hand.

    Mobile remote usability testing can no longer be ignored. Not only

    can you test mobile websites, but also apps (paid & free). Some

    service providers even offer capabilities for testing unreleased

    iOS apps, perfect for those moments where you want to start

    early with your optimization cycle.

    On both the technical and logistical spectrum the service

    providers will arrange everything allowing you, as a business

    owner, focus on setting up the test and reaping the benefits from

    the insights.

    Setup and AnalysisHas usability test engineering become a thing of the past? To a

    certain extent, yes it has. With todays remote usability testing

    tools there is definitely a lot that you can do yourself. It doesnt

    matter if you are a freelancer testing for a client, or an in-house

    specialist at some large company, the tools offer solutions that

    will help anyone get started today.

    Setting up a test is in all cases nothing more than a process of

    filling in forms. Even with test templates to help you get started in

    under a minute. If you are testing a specific hypothesis then some

    offline work will be required to figure out how to setup the test,but even this is a one-time thing.

    The more you setup tests, the more you learn what capabilities

    there are, the more efficient you as a practitioner will become,

    saving yourself, or your company, valuable time and money.

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    I often compare it to baking. Simple cupcakes dont require much

    preparation and can be prepared in a breeze, but a multi-layer

    cake with all the trimmings will take more time and effort. There is

    no getting around it, neither in baking, nor remote usability test

    setups.

    Analyzing the results is what gives you the insights. Luckily mostservice providers offer a collection of online analysis tools to

    make your life easy. Using these online analysis tools will help you

    keep note of any interesting behaviors and comments simply by

    adding annotations to the video.

    Not stopping there, some service providers allow you to create

    small clips from the video. These clips can later be viewed in a

    highlight video. The highlight videos look and feel like compilationvideos. Time is money, so spend it wisely and by using these

    form of compilation videos will allow you to see several insightful

    moments from all participants in a single video clip.

    Are you not sure if you have the skills to analyze remote usability

    tests? I can understand. In the study I mentioned earlier, many

    companies indicated that a lack of resources and/or specialist

    knowledge was holding them back from starting with user testing.

    Luckily for them professional services are available, not only from

    myself, but also from the service providers themselves. The

    biggest benefit to you is, is that if you want to analyze yourself,

    you can.

    Sharing InsightsAfter performing your analysis online you need to take action.

    Action in the sense that your insights are worthless if no one actsupon them.

    Maybe you found a technical problem during your analysis, or

    maybe the majority of the participants had trouble finding your

    hero products call-to-action button. Sharing these insights with

    people responsible for the design/interaction of the website or

    mobile app is essential.

    Sharing can be done in several different ways, depending on the

    service provider you choose. The most widely available feature is

    downloading the videos.

    Now although downloading sounds great, how many of your

    colleagues will actually sit and watch several 15 minute videos?

    Not many, believe me.

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    The two best options for sharing video are:

    sharing an individual clip from a single participant

    creating a compilation video from multiple clips

    Because of the compilation options that several service providers

    offer, you can easily create videos with highlights from all the

    sessions, or highlights on a specific insights, and share these.

    The last important sharing option, is the option to share your

    annotations. As youve just read, annotating the video with your

    insights during the analysis is a common feature. Downloading

    those annotations, strangely, is not. Some service providers offer

    it and leverages your capability to sharing insights with your team

    to a stellar level.

    Post Test SurveysCollecting user experience data is what it is all about with remote

    usability research. This qualitative form of data is immensely

    valuable but costs a lot of time and effort to collect, sort, and

    report.

    To help you get an idea of the participants thoughts after having

    participated in a study, service providers offer you the opportunity

    to ask questions. These questions are often asked at the end of

    the video/audio recording part, and participants must type their

    answers in a form.

    Ranging from 3 to 100 post test questions, there is a differenceamong service providers in terms of limits. Either way it is an

    extra chance for you to pick the participants brain.

    Question types range from open ended questions to radio button

    form fields, from checkboxes to likert scales. The most common

    question you see among these surveys are NPS related

    questions. In some cases scores from some of the survey

    questions, or custom questions provided by the service providersthemselves can be benchmarked against other companies in your

    industry.

    Preparation, and some caution, should be observed with the

    survey questions. Survey questions can be a powerful form of

    insights, but asking the proper question in an unambiguous

    manner is key to gaining significant insights from survey

    responses.

    Time To InsightsDid I save the best for last? Maybe, that is for you to judge. When

    I talk about remote usability testing I do seem to talk about turn

    around times a lot. With that, I mean the time it takes for a study

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    to be completed, from when a study is launched, until all the

    participants have completed and uploaded it.

    I put on a smirk every time I hear marketeers talk about their bi-

    annual usability research studies. Studies that take weeks to

    prepare, and weeks to analyze. Yes, there are benefits to

    laboratory research over the remote kind, but every day thedistinction between the two is gradually disappearing.

    Why wait 2 weeks, a month, or even more to get your study

    results. When looking at todays remote usability research

    providers, the longest turn around time is still only a mere 72

    hours. Of course, you still need to analyze the results or have

    them analyzed for you by a providers professional services, but

    like I mentioned early, through the use of online analysis toolseven this becomes less time consuming, giving you the time to

    focus more on your business.

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    Chapter 3

    Service

    Providers

    With three main players in the market, it can get

    confusing who is the right match for you. Although

    the technology seems similar, there is quite a

    difference between features, pricing, quality, and

    even turn around times.

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    UserTesting.com provides the fastest and most affordable web, desktop and

    mobile app testing in the market. In less than one hour, the company gives

    marketers, product managers and UX designers, on-demand access to users in

    their target audience, who deliver audio, video and written feedback on websites

    or apps. UserTesting.com is also the only service that allows customers to test

    unreleased apps and get detailed feedback within a day.

    Enterprise solutions are also available for clients who need a more robust testing

    solution. In addition to UserTesting.coms standard service, enterprise clients haveaccess to a dedicated research team, an expanded recruiting pool with millions of

    real people, user intercepts, moderated testing, and access to industry experts like

    Steve Krug, Brian Eisenberg, Tim Ash and more.

    UserTesting.com customers include

    Section 1

    TOP 5 KEY FEATURES

    1. Video, audio, and written feedback within

    an hour

    2. Test any website or mobile app, including

    your competitors

    3. Observe participants in their natural

    environment

    4. Large panel ensures that participants

    match your target audience

    5. Improve your conversion rate or your

    money back

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    VIEW SAMPLE VIDEO

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    Used by the top 10 web properties in the U.S., UserTesting.com

    has run hundreds of thousands of usability tests.

    UserTesting.com is headquartered in Mountain View, CA. User

    panels are currently available in the U.S., Canada, and the UK.

    For more information, visitwww.usertesting.com orPhone:1-888-877-1882

    Email: [email protected]

    Twitter: @UserTesting

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    http://twitter.com/usertestinghttp://twitter.com/usertestingmailto:[email protected]:[email protected]://www.usertesting.com/http://www.usertesting.com/
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    Based in Europe, WhatUsersDo is one of the most established providers in the

    Remote Usability market. Serving over 1,500 Digital Professionals from their

    London HQ they have been operating for more than five years - regularly testing

    across 20+ countries in multiple languages.

    WhatUsersDo clients are as diverse as EasyJet, Telefonica, Tesco, Virgin Money

    and Sage as well as thousands of SMEs any organisation that wants to put user

    insight at the heart of their decision-making.

    WhatUsersDo are transforming the working practices of organisations who

    recognise that basing design decisions on user insight, rather than internal

    opinions or hunches, makes for a better experience for their customers and more

    successful digital properties. They do this by answering the why of user

    behaviour (e.g. Why do people leave my website or App?) that completes the

    partial picture that analytics packages provide (e.g. the what and how many of

    Google Analytics).

    Whatusersdo customers include

    Section 2

    TOP 5 KEY FEATURES

    1. International panel

    2. SmartPhone & Tablet Testing

    3. Enterprise Plans & Agency Packs

    4. Recruitment options

    5. Analysis by WhatUsersDo

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    VIEW SAMPLE VIDEO

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    WhatUsersDo offers two levels of service:

    1. Pay As You Go self-serve testing for SMEs who need

    actionable feedback from users a few times per year.

    2. Managed Service for larger clients and agencies who want to

    embed UX Testing in their processes and test throughout the

    Development Lifecycle.

    The Managed Service plan offers an enhanced service level that

    includes expert advice in test design, analysis of results and

    advanced testing allowing clients to truly embed UX Testing in

    their design and development processes. On these enhanced

    plans customers benefit from:

    - enhanced panel options: selecting users from the WhatUsersDo

    international consumer panel, invite their own customers or

    recruit on-demand

    - full-lifecycle testing: from concept through to wireframe to live

    site benchmarking

    - multi-channel testing: including desktop, tablet and SmartPhone

    (or even all three)

    - international testing: run multi-lingual tests with analysis (andparticipants spoken thoughts) presented in their own language.

    For more information on service levels contact

    [email protected] or call +44 (0)207 036 1950 or visit

    www.whatusersdo.com

    Twitter: @whatusersdo

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    YouEye is an online research platform that features remote usability testing.

    YouEye empowers companies to quickly identify the biggest opportunities to

    improve their products, websites or services. With webcam-based usability

    testing, study analytics and customized feedback communities, it's never been

    easier or more affordable to build amazing experiences.

    YouEye has worked with leading companies including Unilever, Walmart Labs,

    SapientNitro, Airbnb and others, and offers customized offerings to enterprise and

    agency customers based on their specific needs and business goals. YouEye also

    offers a touchless solution for rapid feedback. Participants for these studies start

    at $39, and most results are available within 48 hours.

    YouEye customers include

    Section 3

    TOP 5 KEY FEATURES

    1. Emotion Recognition technology

    2. Webcam recording

    3. Dedicated research team for study creation

    and analysis

    4. Custom tester demographics

    5. Human review of each result

    forguaranteedquality

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    VIEW SAMPLE VIDEO

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    By implementing the YouEye solution into your organization, you

    can gain a huge edge on competitors, delight your customers and

    increase your conversions.

    You can learn more about YouEye athttp://www.youeye.com.

    Reach out to us at [email protected], andfollow @YouEyeTests on

    Twitterto keep up with the latest updates.

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    Chapter 4

    The

    Comparison

    How do these service providers weigh up against

    each other? On the following pages critical features,

    from a practitioners point of view, will be compared.

    From Pricing Plans to Test Setup, and from Analysis

    to Customer Service.

    S i 1

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    Whatusersdo

    Start price per participant $39 30 (approx $45) $39

    Offers free trial

    Offers bulk discount

    Offers Premium plans

    Section 1

    Plans & Pricing

    25

    S ti 2

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    Whatusersdo

    Browser testing

    Prototype websites

    Upload prototype files **

    Mobile/Tablet apps

    Unreleased apps ** ** **

    Screen & Audio Recording

    Webcam Recording

    Emotion Registration

    Max recording time per test *** 15 mins 20 mins 15 mins

    = Innovative and/or Unique Feature

    Section 2

    Test & Recording Types

    26

    Legend

    * iOS only

    ** Premium accounts only (ie. Enterprise level plans)

    *** Suggested limits

    Section 3

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    Whatusersdo

    Panel Members Included

    Panel Member Nationalities US, CA, UKUS, UK, AUS, FR,

    DE, IE, IT, NL, ES, PLUS

    Panel Segmentation

    Use own panel members

    Screen Participants ** *** **

    Rate participants

    = Innovative and/or Unique Feature

    Section 3

    Panel Recruitment

    27

    Legend

    ** Premium accounts only (ie. Enterprise level plans)

    *** UK panel members only

    Section 4

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    Whatusersdo

    Setup wizard/walkthrough

    Test templates

    Task library

    Multi language interface

    Post Task Survey

    NPS

    Add video markers

    Add annotations

    Create clips

    Create Highlight Video

    Section 4

    Test Setup & Analysis

    28

    Legend

    ** Premium accounts only (ie. Enterprise level plans)

    Section 5

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    Whatusersdo

    Money back guarantee

    Quality Assurance

    Project Management ** ** **

    Analysis Service ** ** **

    Average test turn around time < 1 hr

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    Chapter 5

    Thoughts for

    2014

    Whats in store for 2014? Where will new

    technological advances take the field of remote

    usability testing? Let the service providers and

    myself share our thoughts with you.

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    Co-Founder Dave Garr

    Computing is moving from one screen a computer accessing the web to four screens: a computer, a tablet,

    a phone, and a smart TV. The next big UX trend is understanding that user experience does not mean just web

    site experience or mobile experience or phone experience or store experience.

    Companies will stop designing each experience in a vacuum. Theyll start putting together the holistic

    understanding of the entire user experience.

    I also see a lot of work being done on sentiment analysis -- software that mines text for meaning and insight. Its

    often used to extract opinions and emotions from social media to help companies determine how people feel

    about their products.

    Sentiment analysis is an extremely difficult problem, but its a problem that will eventually be solved. When the

    problem is solved, itll cull through a massive amount of text and automatically call attention to the biggest, most

    frequently mentioned issues. This will increase the value of qualitative tools like open-ended survey questions and

    transcripts of user testing.

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    CEO Kyle Henderson

    The future of usability testing will look and feel like the analytics products we use today.

    We will see big data meet qualitative feedback. New technologies and forms of measurement will appear.

    Cross discipline collaboration for discovering insights will also move to the web.

    We'll have teams engaging around UX quality and improvements through online social interactions.

    The future of usability is in the cloud.

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    Founder Lee Duddell

    In many ways, were only just starting to see remote UX testing become widely adopted. A survey we ran with

    Econsultancy at the end of 2012 showed that although 78% of brands were committed to providing the best

    possible UX, over 60% of them were still basing digital design decisions on hunches and opinions. Its clear from

    this that, although available for many years, lab-based approaches do not provide the answer to closing this gap.

    In just the past 12 months weve seen remote UX testing becoming truly embedded with our clients who now see

    it as an essential part of both their development process as well as a means to conducting user research toinform strategic decisions.

    In the coming months and years we will be developing WhatUsersDo to support even better decision-making and

    ultimately improved return from digital channels. While I cant reveal all of the details, expect to see:

    - increased multi-channel capabilities

    - more support for beyond usability insight and testing

    - integration with third party tools

    - an emphasis on user-generated, rather than purely task-based, insights to better understand users natural

    behaviour.

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    Founder Matthew Niederberger

    As a practitioner I have been lucky enough to have tested all the tools in this guide. One thing to keep in mind

    when considering one of the fabulous tools is that no tool is truly 100% alike. Each tool has its own set of useful

    features, each suited for specific needs, your needs.

    In 2014 I expect many of these differences to grow. The feature gap between the tools is what makes them

    unique, and I think that every single service provider will continue to strive for that uniqueness, even though the

    basics will remain the same.

    A trend that I am starting to see and one that I hope continues to grow is more quantifiable data, more usability

    metrics. Analyzing user videos takes a lot of time and effort and remains subjective to the professional analyzing

    it. By incorporating a small amount of metrics into the tools will help speed up the understanding and adoption of

    the solutions within companies.

    I think that 2014 will see more expansion of these solutions into the European arena offering more multi-lingual

    panels. The service companies, mainly the US based ones, will have to look for alternative recruiting methods,

    beyond the often used Mechanical Turk.

    There are challenges ahead, but also plenty of opportunities.

    C i h

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    Copyright

    xxxv

    2013 Matthew Niederberger/actualinsights*