Quick Answers: Discover needs and frustrations

Overview

Quick Answers allow you to collect 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 the Overview of Quick Answers.

“Discover needs and frustrations” is one of the Quick Answers available on the platform.  With it, you can learn what people like or dislike about an experience or activity. The test explores how they perform that activity today, and whether they are satisfied or not.

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.

  • 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
  • Explore customers’ experiences and frustrations with an experience or activity
  • Identify how they perform that activity today, and whether they find it likable or not.
  • 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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Depending on your subscription you may not have access to all of the Quick Answers shown above.

2. 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 the dashboard. 

At this point, you'll need to determine who should take your test.

Launching a Test

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  • To see a list of all the questions the test asks participants, click the link under Tasks and Questions. To see what your test looks like to participants, click the Options Menu (three dots) to the right of the Test Plan Summary, then click Preview Test. When you finish the preview, click the Close button.
    • To add or remove participants, click Participants.
    • If you need to edit the URL or you entered text that included a typo, click Edit Details 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 your participants.

How you get Quick Answers

After you click Launch Test, we send the test to participants 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. Please follow the instructions to turn on your camera so we can see your face while you take the test. If you are not comfortable doing this, please end the test now.
  2. 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. [Multiple Choice: 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]
  3. 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. [Verbal Response]
  4. Based on your previous answer, briefly summarize in words what worked well and what didn’t. [Written Response]
  5. 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 [Written Response]
  6. 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. [Written Response]
  7. Describe what you used when [activity]. 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. [Written Response]
  8. 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. [Multiple Choice: 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]
  9. 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]

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. 

Understanding the Results

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 running this Quick Answer test, the Results tab shows participants providing open-ended qualitative feedback describing their most recent experience on a particular task or activity you ask them to complete. Participants summarize their experience so you can quickly review their feedback before diving deeper into the results.

After all participants finish, a summary appears in the Results column.

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You can quickly share your results by clicking on the three dot icon to the right of your test name.

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From here, you can share the results, create a similar test, or move the test to a different location. From the dashboard, click on a test title to be taken to the Results page


Results Tab

The Results tab is a great place to start for Quick Answers. It summarizes the findings from the test: Do more participants find the activity likable? Did the participants express any frustrations?  Videos of your participants' open-ended feedback will display as Key Takeaways under the Results tab. 

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You can watch each clip independently or “Watch All” and view each participant's response one after another.

The results column below the Key Takeaways provides a quick and easy way to scan through the results in greater detail.

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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
  • Satisfaction

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 play icon to the left of their responses. This will take you to that specific moment in the video to hear what else they had to say about that particular experience. 

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 participants without having to watch their complete sessions.

You will also see tabs for:

  • Sessions: a list of the session videos for all participants
  • Metrics: a list of answers and links to videos for each task and question
  • Details: demographic overview, tasks, and questions from the test

 See this article for more details about the results of Quick Answers tests.

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