Understand how people feel about a company or product

This article applies to: UserTesting 

On this page:

• Why it matters
• Collect feedback
• FAQs

Why it matters

• One of the primary reasons to collect feedback is to understand how current customers, prospects, or the general public feel about your company or a specific product.
• This insight can help you adjust messaging or even product improvements.
• There are many times when you might want to understand what current feelings people have about your company or product, including:
  • Planning or updating a new product or service
  • Conducting a competitive analysis to understand how people feel about competitors or brand leaders in other categories.
  • Crafting a marketing campaign, and you want to communicate the correct tone based on how people currently regard your company.
  • Wanting to hear your customer's voice (often a company executive's general focus).

Collect feedback

• • Determine if you want to hear from current customers, people who are not customers, and/or another group.
    • Define the characteristics of the people you seek, create screener questions based on those characteristics.
    • Pro Tip: Once you define an audience you want to talk with across different company projects, add them to a list of favorite contributors.
  • We typically recommend 3–5 contributors per group when  design or product.
  • Determine whether you want to talk to people live, in a one-on-one discussion, or have them answer questions on their own.
  • If you want to talk to people live one-on-one, set up a Live Conversation in the UserTesting Platform.
    • Enter the characteristics of the people you want to talk to and define your schedule.
    • The Platform finds the individuals who meet your criteria and schedule the sessions.
    • Our Live Conversation best practices course contains some example interview scripts if you need inspiration.
  • If you want people to answer questions on their own (so that multiple people can respond at the same time and you get your results faster), set up an unmoderated test in the Platform.
  • Have contributors react to a creative asset.
    • For example, a video, logo, or text passage/message.
    • Then, ask follow-up questions that help you understand words and emotions people associate with the brand.

Pro Tip: Once your sessions are complete, you can review the results in the Platform, where you can then take notes, share clips with colleagues, and create highlight reels.

FAQs

I'm new to the UserTesting Platform and feel a bit overwhelmed. Where should I start? 

Take the Jumpstart course in the UserTesting University to learn how to run a test.

Where can I get inspiration on what questions to ask?

We've got you covered with the following resources:

• Check out the Template Gallery in the Platform.
• Ask for help in the CommUnity.
• Work with our Professional Services Team. 

Can I get insights from people outside of the UserTesting Contributor network?

Absolutely! Use the UserTesting Invite Network to build your own audience. 

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