The Written Response question is a valuable way to get instant responses from participants in their own words. Although the answers to these questions are qualitative, they are included in UserTesting’s Analytics tools because they provide instant data for researchers—without having to watch a single second of video.
As with the Multiple Choice and Rating Scale questions, this type of question has a wide variety of applications:
- Gathering first impressions
- Determining where participants want to click and what stands out to them
- Verifying that participants grasp the concepts presented to them
Within the UserTesting platform, a Written Response question looks like a regular task when you set it up:
Study participants will see a field in which they can type short responses:
Written Response questions are excellent for getting the test participants to use their own words when describing the experience.
For example, if you want to gather participants’ initial impressions, you might try questions like these:
- Explore the home page. Based on what you see, describe what this company offers and who the site is for.
- Spend a few minutes exploring the app. Then, type 3-5 words or phrases you would use to describe the app to a friend or family member.
- And if you’re curious about how participants would behave or what links they gravitate toward, you could try:
- Please perform a Google search for Waterford chandeliers. Based on what you see, please indicate which link (or links) you are most interested in visiting, explaining your selections aloud.
- Tell us what you would do first if you landed on this page during a search for chicken pot pie recipes.
You can also gauge participants’ understanding of symbols and concepts by using tasks like these:
- In the top right corner of the playing screen, there is a small square with three horizontal lines. In the space below, please briefly explain what the purpose of that button is.
- This game uses two forms of currency: gold and magic seeds. How do you spend and earn these forms of currency during game play?
Written Response questions also capture in-the-moment questions and concerns with tasks like this one:
- Now that you’ve explored the site a bit, please type in any questions or concerns you may have about the site, the company, or its product.
The UserTesting Research Team often sees a psychological phenomenon, known as the recency effect, while analyzing videos. Participants recall the most recent issues with a site or app much more vividly than those they encounter early on in the session. Adding an occasional Written Response field to our studies helps to get a more accurate understanding of the issues that occur throughout the study, rather than only focusing on the last part of the experience.
Here are some tips to keep in mind when using Written Response questions:
1. Use Written Response questions wisely
It’s tempting to load up a study with these questions because they’re so valuable, but remember that most remote study participants are accustomed to answering questions verbally.
The effort required to articulate the response, type it in, and edit it is much greater than simply clicking a button on a Rating Scale or Multiple Choice question, so it’s more likely to cause participant fatigue—especially if they’re testing on a mobile device and have to type on their smartphone keyboard.
Use Written Response questions wisely, and space them out with other types of questions and tasks.
2. Remind participants to type their response
Although many participants have encountered a Written Response question before (on the UserTesting platform, as well as in surveys, polls, etc.), it’s helpful to remind them of the task’s expectations—especially if they go beyond the typical think-aloud format.
One line of instruction (such as “Please type your answer in the space below”) can keep participants from talking extensively for a few minutes, only to realize that they need to re-articulate their answer in written form to proceed with the test.
3. Whenever possible, specify response length
Hopefully, you aren’t expecting participants to type a full essay into a tiny text box, but if you are, you should say so! Same goes for when you want only 3 words.
Clarifying the proper response length of written feedback helps participants avoid over-exerting themselves, and it will make for more consistent data when you get into analysis.
4. Have fun!
Written Response fields are wide open to creative uses, like having participants rank 3 sites from best to worst, respond to fill-in-the-blank statements, a play word association game, or suggest alternate terms.
So what do you do with all that text?
For basic analysis, you can always just read through responses to see if anything seems to be trending as an issue.
But, if you want to get more sophisticated, you can always use Wordle or another word cloud tool to turn that text into something a little more dynamic.
A lot of teams find word clouds useful for presenting their research to team members and executives. It’s a handy way to instantly convey insights without overwhelming stakeholders with a wall of text.
If your team prefers a more scientific approach, most spreadsheet software can help you count the frequency of particular words appearing within cells and translate the totals into charts or graphs that point to common themes in the feedback.
However you decide to analyze written responses, there’s no denying that they can save you time and help you share results from your usability research.
If you have any questions, contact your Customer Success Manager for more ideas on using Written Response questions to get the feedback you need.
For more information, visit the original blog post Tips for Using Written Response Questions in UX Research.