What is a multi-channel study?

What is a multi-channel study?

A multi-channel study is when participants complete the same task(s) on more than one channel or device. This is different from an omni-channel study, where participants need to use multiple channels to complete a task.

There are two approaches to a multi-channel study:

1. Each participant completes the same tasks on one channel (desktop, tablet, or mobile).
For example, Group A will complete the study on desktop, Group B on tablet, and Group C on mobile. This option has the fastest recruitment time, but participants only provide insight on a single channel.

2. Each participant completes the same tasks on more than one channel.
This option takes a bit longer to recruit for, but participants are able to compare and contrast the experiences across channels.

Why are multi-channel studies helpful?

A multi-channel study is valuable when you want to understand the user experience of the same activity on more than one channel or device, to ensure a consistent experience across devices and channels.

When should a multi-channel study be conducted?

Multi-channel studies can be conducted at any time, but they are particularly valuable when conducted before any redesign efforts.