Unmoderated testing vs. Surveys: Choosing the right method for your research needs

August 29, 2024 18:53

Deciding between unmoderated testing and surveys can significantly impact the quality and type of insights you gather.

Learn about the strengths and ideal use cases for each method, and then use this guide to help you choose the best approach for your research objectives.

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On this page:

Key features of unmoderated tests
Use cases for unmoderated tests
When to choose an unmoderated test
Key features of a survey
Use cases for surveys
When to choose a survey
Unmoderated test or survey?

Key features of unmoderated tests

User-driven testing: Participants complete tasks on their own, without a moderator present. This allows them to engage with your product naturally, providing authentic feedback and insights.
Real-time feedback: Unmoderated tests capture participants’ screen interactions, clicks, and spoken thoughts (via think-aloud protocol), giving you a direct view of their experience as they complete assigned tasks.
Flexible task design: You can design tasks and questions tailored to specific aspects of your product, such as navigation flows, content comprehension, or feature usability. The tasks can be as simple or complex as needed to achieve your research goals.
Wide participant reach: Because participants can complete the test at their convenience, unmoderated testing allows for a broader and more diverse pool of respondents, leading to potentially more varied and insightful results.
Quantitative and Qualitative data: Unmoderated tests can provide both quantitative data (e.g., task completion rates, time on task) and qualitative data (e.g., user comments, observed behaviors), offering a comprehensive view of the user experience.
Automated analysis tools: UserTesting provides tools that help you quickly analyze the results of unmoderated tests. You can use features like sentiment analysis, click maps, and task success rates to identify key insights without manually reviewing every session.

Use cases for unmoderated tests

Usability testing	Prototype testing	A/B testing	Content testing
To evaluate how easily users can navigate your product, find information, or complete specific tasks.	To gather feedback on early-stage designs or prototypes, helping you identify issues before full development.	To compare different versions of a design or feature and determine which performs better from a user perspective.	To see if users understand and engage with your content as intended, whether it’s on a website, app, or digital platform.

When to choose an unmoderated test

Unmoderated tests are better suited for gathering qualitative data, such as user behaviors, preferences, and emotional reactions, as participants interact with your product or service in real-world conditions.
If you need to understand how users interact with your product, website, or app (e.g., usability testing, navigation flows), an unmoderated test allows you to observe user actions without direct influence.
Unmoderated tests can capture screen recordings, clicks, and spoken thoughts, providing richer context and deeper insights into user experiences.
- Unmoderated test results can include video recordings.
- Survey results do not yield video recordings.
When the goal is to observe natural behavior and understand user experience in a realistic environment, an unmoderated test is the preferred method.

Key features of a survey

UserTesting’s survey option is designed to help you gather quantitative and qualitative insights directly from your target audience.
Unlike unmoderated tests, which focus on observing user interactions with your product, surveys are all about collecting direct feedback on user opinions, preferences, and experiences.
Customizable question types: Create a variety of question types, including multiple-choice, rating scales (e.g., Likert scales), open-ended text responses, and more to tailor the survey to your specific research needs.
Targeted audience: You can select your survey audience from UserTesting’s diverse participant network or invite your own respondents. This ensures that the feedback you gather comes from the people who matter most to your research, such as current users, potential customers, or specific demographic groups.
Efficient data collection: Surveys are typically quicker to complete than other forms of user research, making them an efficient way to gather data from a large number of respondents. This is particularly useful when you need to validate hypotheses, understand market trends, or gather broad opinions.
Real-time insights: As participants complete the survey, you get real-time access to their responses. This allows you to monitor the data as it comes in and quickly identify trends or areas of interest.
Quantitative and Qualitative analysis: UserTesting’s platform includes tools for analyzing both quantitative data (e.g., rating scales, multiple-choice responses) and qualitative feedback (e.g., open-text responses). This dual approach provides a comprehensive view of user sentiment and preferences.
Actionable insights: The structured nature of surveys allows you to gather specific insights that can directly inform decisions about product development, marketing strategies, user experience improvements, and more.

Use cases for surveys

Market research	Customer satisfaction	Product feedback	Usability follow-up	Concept testing
To understand customer needs, preferences, and behaviors within your target market.	To gauge how satisfied users are with your product or service, identifying areas for improvement.	To gather direct input on specific features, designs, or ideas you’re considering for future development.	To collect feedback after a usability test, allowing participants to reflect on their experience and provide additional insights.	To validate new concepts, designs, or features before fully committing to development.

When to choose a survey

Surveys are ideal when you need to gather quantitative data from a large number of respondents.
- You can test with up to 1,000 participants in a survey.
- This is useful for identifying trends, preferences, or general opinions across a broad audience.
If your research questions can be answered with simple, direct responses (e.g., multiple choice, Likert scales, etc.), a survey is a good choice.
Surveys are typically quicker for participants to complete, making them suitable when you need responses from many people in a short period.
When the subject matter is not too complex or doesn’t require deep exploration, a survey is a more efficient method.

Unmoderated test or survey?

Opt for an unmoderated test when you want to explore user interactions, behaviors, and experiences in a more natural setting, often resulting in richer, qualitative insights.
Choose a survey when you need broad, quantifiable data and the research questions are straightforward.


Want to learn more? Check out these Knowledge Base articles... Surveys with UserTesting Analyzing your metrics	Interested in growing your skills? Check out our University courses... Build a survey with UserTesting Deciding your research approach

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