Quick Answer: Discover needs and frustrations

Overview

Quick Answers are recorded video feedback of customers or prospects as they complete tasks and answer questions. The tasks and questions are written for you by UserTesting, and designed to answer the most common marketing challenges. You can read more about Quick Answers in Marketing Insight: Getting Started.

“Discover needs and frustrations” is one of seven types of Quick Answers in Marketing Insight. With it, you can learn how satisfied or unsatisfied people are by an experience or activity. The test explores how they perform that activity today, and whether they are satisfied or not.

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After running this Quick Answer test, the Results tab shows how many test participants were satisfied with the experience vs those that were not, and provides two automatically generated highlight reels - split based on their responses - of them explaining why they answered the way they did. Here’s an example of five test participants describing their thoughts on watching live-streaming news.

If you want to dig into the findings, there are several options. The results table below the highlight reels provides additional feedback from participants about how they feel about that particular experience or activity. The Metrics and Session tabs provide the full recordings broken out by question or participant respectively.

 

When to use "Discover needs and frustrations"

Use “Discover needs and frustrations" in the discovery phase of your marketing campaign or simply to better understand your target audience. You can also:

  • Understand how they complete any activity or task today and what drives their decision making process
  • Identify opportunities for delight to inform ads, messaging and brand campaigns
  • Build campaign strategies based on opportunities you uncover during customer feedback
  • Understand how customers engage with competitive products and optimize your own marketing efforts in response

 

How to Set up "Discover needs and frustrations"

1. Quick Answer Inputs

From the dashboard click Get Quick Answers, then click “Discover needs and frustrations.”

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Give a short description of the experience or activity you want participants to discuss.

Important: You must start the short description with a verb ending in -ing. The description is added to a pre-written sentence, so it’s a good practice to use a lowercase letter for the first word and not end with a period or other punctuation. Quick Answers converts your description into the test questions, so the wording you enter is what participants see.

Some examples include:

    • booking a flight becomes: Describe your most recent experience booking a flight.
    • running becomes: Describe your most recent experience running.
    • paying the bills becomes: Describe your most recent experience paying the bills.

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Then name your test so it’s easy to recognize from other tests on your dashboard. Marketing Insight displays all your account’s tests on a single dashboard. This makes it easy to share tests with other stakeholders. At this point, you'll need to determine whether you'd like to test with participants from the UserTesting Panel, or your own customers, via My Recruit.

2. Select Participants

UserTesting Panel

The UserTesting panel is a diverse and global on-demand group of people who take tests. The panel is made up of real people, carefully selected after a thorough application process, who are continually rated by our customers, assuring the highest quality results. To find participants you’ll be able to select device type, set demographic filters, and create custom screener questions. These are detailed in Marketing Insight: Find the Right Participants.
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My Recruit

My Recruit gives UserTesting customers the ability to create and launch a study with anyone, anytime—on demand. This feature is completely self-service: you can recruit, manage, and determine appropriate compensation for your customers. You also have the option to add your own branding to the test. After you build your test plan, we'll provide a URL for you to distribute to your participants. Learn more about how My Recruit works.

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3. Launching a Test

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  • To see a list of all the questions the test asks participants, click the link under Tasks. To see what your test looks like to participants, click Preview Test to the right of the Test Plan Summary, then click Preview Test. When you finish the preview, click the Close button. ⓘ Note If you realize you need to add or remove a participant, or you find something you need to change in your inputs, do either of the following:
    • Click Participants to add or remove test participants (requires additional purchases of the Participant Pack).
    • Click Edit in the upper right. When you are done editing the test, click "Save and Go to Order Page."

Click Launch Test to send the test to the UserTesting Panel.

4. Reviewing Results 

As participants finish, the software uploads the recorded video to our system and notifies you by email. To configure notifications, see Email notification preferences.

Open the email and click the “account dashboard” link in the order summary to go to the dashboard.

For each test, the dashboard displays the type of test—using the same icon from each Quick Answer button—the test name, the day you created it, and how many participants have and have not taken the test.

After all participants finish, a summary appears on your main dashboard.

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Click a test title on the dashboard to go to the Results tab on the Results page.

Results  Tab

The Results tab is a great place to start for Quick Answers. It summarizes the findings from the test: Are participants satisfied with the activity or not? The answer is split into two automatically generated highlight reels (Watch key moments) to help you summarize and organize the findings based on the participants preferences.

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Whether a participant is satisfied with the experience or activity comes from Question 8. We ask participants, “How satisfied are you with [activity] in general?” 1=Not at all satisfied…5 = Very satisfied. A score of 1, 2, or 3 means they found the experience unlikable. A score of 4 or 5 means they found the experience likable.

The automatic highlight reels show participants describing their most recent experience trying to perform this activity. We get this information from Question 3 below. We ask participants: “Describe your most recent experience [activity]” and we record their comments as they explain their answers.

The results table below the highlight reels provides a quick and easy way to scan through the results in greater detail. We’ve summarized the key findings in the following sub-tabs:

  • Frequency of activity
  • What made it easy
  • What made it hard
  • Most recent experience
  • Typical experience

Most sub-tabs have brief written responses (provided by participants) to help you identify interesting responses more quickly. Once you’ve found feedback you’d like to dig into further, you can watch the video response from that participant by clicking on the written responses. This will take you to that specific moment in the video to hear what else they had to say about that particular experience. Alternatively you can watch their entire response by clicking on “Watch Session” below their username.

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The results table on the Results tab is where you are likely to find the most useful feedback and insights because it lets you focus on the most important questions and zero in on specific answers from individual participant’s without having to watch their complete sessions.

Sessions Tab

Click the Sessions tab to watch each participant’s complete video as they answer all the questions in order. Sessions are available as each participant finishes. There is a text field on the right for you to add a summary of the video. The Summary field is also useful for adding timecodes for moments of interest, such as a participant expressing delight with an experience, or complaining about a difficult interface.

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Metrics Tab

Click the Metrics tab to watch participants’ videos broken down for every single question so you can easily skim the results. It’s essentially an expanded view of the results table on the Summary Tab.MetricsTab.png

 

Details Tab

Click the Details tab to see the demographics breakdown and an overview of the test plan’s tasks and questions.
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How you get Quick Answers

After you click Launch Test, we send the test to participants in the UserTesting Panel who match the demographics you chose. These participants then answer any screener questions you added in order to qualify to take the test.

If you’d like to see what answering screener questions looks like from the participants’ view, watch this video.

Once they qualify, we ask participants to record themselves while describing the recent experience you specified. For “Discover needs and frustrations,” we ask that participants to show their faces, so we ask them to turn on their webcam. Then we ask them a series of questions about the experience or activity you provided. We use the exact phrase you provide in the first step in the questions below. This is why it’s important to use a verb ending in -ing.

Here’s what we ask participants based on the questions you answered when you created the test:

  1. As we ask you questions during this test we'd like to see your face. Go to http://bit.ly/turncameraon to find instructions on how to do this based on the device you are using now." If you are not comfortable doing this, please end the test now.
  2. [Multiple Choice] How often are you [activity]? Select the option that best matches your answer and explain your answer verbally. Go back to the camera to explain your answer so we see your face. 
  • More than 1x a day
  • Every day
  • Several times a week
  • Once a week
  • Every few weeks
  • Once a month
  • Every few months
  • Once or twice a year
  • Less than once a year

[Verbal] Describe your most recent experience [activity]. Be specific and describe what worked well and what didn’t. Go back to the camera to explain your answer so we see your face. 

4.[Written] What made it **easy**? Don't write a whole sentence, summarize your answer in a few words. Go back to the camera to explain your answer in more detail, while we see your face.

5.[Written] What made it **frustrating or hard**? Don't write a whole sentence, summarize your answer in a few words. Go back to the camera to explain your answer in more detail, while we see your face.

6.[Written] Describe what you used during your most recent experience. Be specific. Write a few words that summarize your answer in the box below. Go back to the camera to explain your answer in more detail, while we see your face.

7.[Multiple Choice] How similar is your most recent experience [activity] to how you typically do that? Go back to the camera to explain your answer in more detail, while we see your face. 

  • My most recent experience is just like it always goes
  • My most recent experience was better than usual 
  • My most recent experience was worse than usual 
  • This was my first time 
  • I don’t know

8. [Rating] How satisfied are you with [activity] in general? Go back to the camera to explain your answer in more detail, while we see your face. [5-point Rating Scale: Not at all satisfied to Very satisfied]
Note: The answer to this question is where we get the data for the graph on the Summary tab.

As participants finish, the software uploads the recorded video to our system and notifies you by email that the videos are ready to watch. Watch each participant’s entire video on the Session tab or wait for the fifth video session to be uploaded, at which point the highlight reels and results table are available.

 

See Also

Quick Answer: Understand behavior in mobile apps
Quick Answer: Test Messaging
Quick Answer: Test Creatives
Quick Answer: Choose between two options
Quick Answer: Compare two websites
Quick Answer: Understand Behavior on Websites
Marketing Insight: Live Conversation
Marketing Insight: Getting Started

 

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