{"id":1416,"date":"2014-05-16T10:50:59","date_gmt":"2014-05-16T15:50:59","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=1416"},"modified":"2018-08-23T08:42:09","modified_gmt":"2018-08-23T13:42:09","slug":"how-to-conduct-concept-tests-quickly-cheaply","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/","title":{"rendered":"How to Conduct Concept Tests Quickly &#038; Cheaply"},"content":{"rendered":"<p><span style=\"font-size: x-large;\">Not only can you use Verify for concept testing, but it also works reasonably well for quick unmoderated usability tests.<\/span><\/p>\n<p><em>Update: Sadly, Verify no longer exits.<\/em><\/p>\n<p>For a total of $1,594 ($1,470 for 294 Amazon.com gift cards + $75 for SurveyGizmo + $49 for Verify) I was able to learn several surprising results in a recent landing page concept study. For example, the 2 concepts that <strong>I thought for sure would win<\/strong>, didn\u2019t. And the best practice of putting the lead gen form on the right? <strong>It performed the worst.<\/strong><\/p>\n<h2>Case Study: Concept Testing a Landing Page<\/h2>\n<p>One of my clients asked me to ideate, then create different versions of their most successful landing page to see if we could achieve <b>even better results<\/b>.<\/p>\n<p>A\/B testing the landing page \u2014\u00a0even a small sample size \u2014\u00a0wasn\u2019t possible for a couple reasons. Without data to support the changes, our proposed ideas might be seen as <b>too risky<\/b> by the leadership team, plus an A\/B test required<b> development resources<\/b> that wouldn\u2019t be available to us for awhile anyway.<\/p>\n<p>So we did the next best thing: we concept tested<b> mock-ups<\/b>.<\/p>\n<p>For the study, I was given a budget of $2,000-$3,000, so I knew right away that any research tool that charged per participant was out of scope. $49 per participant? Not on my budget.<\/p>\n<p>Our study included 8 landing page variations (plus the control) and ~300 total participants. I intercepted people directly from my client\u2019s website using LP Marketer (a LivePerson tool), then used SurveyGizmo to ensure participants fit the target profile. From SurveyGizmo, I was able to link qualified respondents directly to the concept tests in Verify.<\/p>\n<p><strong>Sample Test Question from VerifyApp.com<\/strong><br \/>\n<a href=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/verify_sample_test.jpg\"><img decoding=\"async\" class=\" wp-image-1418 alignleft\" src=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/verify_sample_test.jpg\" alt=\"verify sample test\" width=\"620\" srcset=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/verify_sample_test.jpg 567w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/verify_sample_test-300x162.jpg 300w\" sizes=\"(max-width: 567px) 85vw, 567px\" \/><\/a><\/p>\n<h2>Verify Is Fast &amp; Cheap, But Not 100% Awesome<\/h2>\n<p>Verify (by Zurb) is a scrappy testing tool for those on a <strong>tight budget<\/strong>, but there are a few limitations and <strong>pain points<\/strong> to consider.<\/p>\n<h3>Verify Pros<\/h3>\n<ul>\n<li>Super cheap (plans start at just $19 per month)<\/li>\n<li>Unlimited participants at any plan<\/li>\n<li>Unlimited tests at any plan<\/li>\n<li>Unlimited users at any plan<\/li>\n<li>Multiple types of tests and built-in test templates<\/li>\n<li>Ability to link multiple types of tests together<\/li>\n<li>Click tests (see where people click!)<\/li>\n<li>The tests can be taken on desktop, tablet or mobile<\/li>\n<\/ul>\n<h3>Verify Cons<\/h3>\n<ul>\n<li>Cannot make fields or questions required (participants can easily skip questions)<\/li>\n<li>No restrictions to keep participants from taking the same test multiple times<\/li>\n<li>Little to no ability to customize test questions (some questions can be customized, some cannot)<\/li>\n<li>Gratuity is handled separately (email address cannot be made a required field, so several generous participants didn\u2019t get paid their gratuity \u2014\u00a0yuck)<\/li>\n<li>No ability to integrate a screener (participants can easily share your Verify test with people who aren\u2019t your target audience)<\/li>\n<li>Reporting capabilities are pretty much 100% manual (there are no date\/time stamps, plus linked tests need to be manually merged)<\/li>\n<li>Interface is not super intuitive for participants (there is a learning curve, for sure)<\/li>\n<li>No ability to set quotas (refresh test results often!)<\/li>\n<li>No randomization (as a work-around, I used SurveyGizmo to route participants to different Verify tests)<\/li>\n<\/ul>\n<p><strong>Sample Click Test Report from VerifyApp.com<\/strong><br \/>\n<a href=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/click_test.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-1450\" src=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/click_test.jpg\" alt=\"Verify click test example\" width=\"620\" srcset=\"https:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/click_test.jpg 639w, https:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/click_test-300x188.jpg 300w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><\/a><\/p>\n<h2><b>7 Tips for Using Verify &amp; Other Things I Learned the Hard Way<\/b><\/h2>\n<ol>\n<li><strong>Choose \u201clinked test\u201d first<\/strong>, then you can customize which test formats you want to use (e.g., preference tests, click tests, memory tests). You can also add tests or reorder tests within the test flow, if you make any mistakes. Use drag and drop to reorder tests.<\/li>\n<li>Important: <strong>Create a \u201cthrow-away\u201d test<\/strong> as the first question or task in your study. It&#8217;s not super intuitive for participants to understand how to use the tool at first. Set up the first test to be super obvious and simple, so that participants can \u201cpractice\u201d and become comfortable with the flow of the tool.<\/li>\n<li><strong>Optimize your mock-ups<\/strong> for the web, otherwise they can take several minutes to upload into the tool. Also, size all the concepts in the same way, so the screen sizes don&#8217;t jump around from test to test.<\/li>\n<li>Most participants won\u2019t know they can scroll down the page, so try to have your concepts or <strong>mock-ups fit above the fold<\/strong>. I only know this because I ran some in-person practice tests, and saw that few used their scroll bar. (In addition, most of my practice testers \u2014\u00a0tech-savvy people, I might add \u2014\u00a0didn\u2019t understand how to use Verify until the second question.)<\/li>\n<li><strong>Set an Outlook reminder<\/strong> to yourself to reset the test on the 6<sup>th<\/sup> day. The maximum number of days a test can run is 6 days, but you can reset it to run seamlessly. This makes no sense to me, but that\u2019s how it works.<\/li>\n<li><strong>Allow for more participants<\/strong> than you actually need. Several of your participants will figure out that they can take the test again and again \u2014\u00a0especially if a gratuity is involved.<\/li>\n<li>There is no way to automatically turn off the test once you hit your quota, so unfortunately you have to <strong>watch the test results like a hawk<\/strong>.<\/li>\n<\/ol>\n<p>Verify\u2019s customer support treated me very well. I contacted Verify\u2019s support team on more than one occasion. They were always quick to respond (usually within 24 hours), and plainly answered my questions.<\/p>\n<h2>My Overall Grade for Verify: B-<\/h2>\n<p>If you\u2019re short on time and budget to conduct in-person focus groups or moderated usability studies, I found Verify to be a satisfactory solution to <b>use in a pinch<\/b>. There are definitely online research tools that are more powerful, more customizable, and make analysis infinitely easier than Verify.<\/p>\n<h2>So\u2026 Which Test Won?<\/h2>\n<p>I am pleased to report that all of our new ideas <b>beat the pants off<\/b> the control (the current landing page). We were able to obtain clear insights into why some concepts were preferred more than others, and what exactly people don\u2019t like about the current landing page.<\/p>\n<p>Our next steps are to present the findings to the leadership team and <b>propose a small A\/B test<\/b> to see if customer <i>behavior<\/i> bears out.<\/p>\n<p>Ah ha, the <strong>true<\/strong> test!<\/p>\n<h2>Related Articles<\/h2>\n<p><a href=\"http:\/\/juneux.com\/blog\/2017\/12\/what-to-do-when-a-b-testing-no-longer-yields-results\/\">What to Do When A\/B Testing No Longer Yields Results<\/a><br \/>\n<a href=\"http:\/\/juneux.com\/blog\/2015\/03\/28-ways-to-know-your-customers\/\">28 User Research Methods<\/a><br \/>\n<a href=\"http:\/\/juneux.com\/blog\/2018\/07\/when-to-use-which-ux-research-method\/\">When to Use Which UX Research Method<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not only can you use Verify for concept testing, but it also works reasonably well for quick unmoderated usability tests. Update: Sadly, Verify no longer exits. For a total of $1,594 ($1,470 for 294 Amazon.com gift cards + $75 for SurveyGizmo + $49 for Verify) I was able to learn several surprising results in a &hellip; <a href=\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Conduct Concept Tests Quickly &#038; Cheaply&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1416","post","type-post","status-publish","format-standard","hentry","category-user-research-3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Conduct Concept Tests Quickly &amp; Cheaply - June UX<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Conduct Concept Tests Quickly &amp; Cheaply - June UX\" \/>\n<meta property=\"og:description\" content=\"Not only can you use Verify for concept testing, but it also works reasonably well for quick unmoderated usability tests. Update: Sadly, Verify no longer exits. For a total of $1,594 ($1,470 for 294 Amazon.com gift cards + $75 for SurveyGizmo + $49 for Verify) I was able to learn several surprising results in a &hellip; Continue reading &quot;How to Conduct Concept Tests Quickly &#038; Cheaply&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/\" \/>\n<meta property=\"og:site_name\" content=\"June UX\" \/>\n<meta property=\"article:published_time\" content=\"2014-05-16T15:50:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-08-23T13:42:09+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/juneux.com\/blog\/wp-content\/uploads\/2014\/05\/verify_sample_test.jpg\" \/>\n<meta name=\"author\" content=\"Kristine Remer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kristineremer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristine Remer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/\",\"url\":\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/\",\"name\":\"How to Conduct Concept Tests Quickly & Cheaply - June UX\",\"isPartOf\":{\"@id\":\"https:\/\/juneux.com\/blog\/#website\"},\"datePublished\":\"2014-05-16T15:50:59+00:00\",\"dateModified\":\"2018-08-23T13:42:09+00:00\",\"author\":{\"@id\":\"https:\/\/juneux.com\/blog\/#\/schema\/person\/9239f257eb7b6082954622f7bb7a13bb\"},\"breadcrumb\":{\"@id\":\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/juneux.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Conduct Concept Tests Quickly &#038; Cheaply\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/juneux.com\/blog\/#website\",\"url\":\"https:\/\/juneux.com\/blog\/\",\"name\":\"June UX\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/juneux.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/juneux.com\/blog\/#\/schema\/person\/9239f257eb7b6082954622f7bb7a13bb\",\"name\":\"Kristine Remer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/juneux.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/04287e5398aef336c1ac28a3811a49c9a8ab86020c33349ef1f186ade6efc3c7?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/04287e5398aef336c1ac28a3811a49c9a8ab86020c33349ef1f186ade6efc3c7?s=96&r=g\",\"caption\":\"Kristine Remer\"},\"description\":\"Kristine Remer is a CX insights leader, UX researcher, and strategist in Minneapolis. 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She never misses the Minnesota State Fair and loves dark chocolate mochas, kayaking, escape rooms, and planning elaborate treasure hunts for her children.\",\"sameAs\":[\"linkedin.com\/in\/kristineremer\",\"https:\/\/twitter.com\/kristineremer\"],\"url\":\"https:\/\/juneux.com\/blog\/author\/klremer\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Conduct Concept Tests Quickly & Cheaply - June UX","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/juneux.com\/blog\/2014\/05\/how-to-conduct-concept-tests-quickly-cheaply\/","og_locale":"en_US","og_type":"article","og_title":"How to Conduct Concept Tests Quickly & Cheaply - June UX","og_description":"Not only can you use Verify for concept testing, but it also works reasonably well for quick unmoderated usability tests. Update: Sadly, Verify no longer exits. 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