Presentation by imarklab to the members of the WIN Research Network. WIN Annual Conference, May 27, 2014.

1. Infusing Quantitative
Methods into Qualitative
User Tests
Sylvain Sénécal, Ph.D.
May 27th, 2014
WIN 67th Annual Conference

2. In the next 15 minutes…
 A few words about imarklab
 Traditional User Tests
 Infusing Quantitative Methods into Traditional
User Tests
 Hybrid Approach to User Tests
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3. IMARKLAB

4. imarklab
 e-Marketing Intelligence Consulting Company
 Focused on
 User Experience (UX) and Customer Experience
 Qualitative and Quantitative Research
 Strong partnerships with
 Leger Marketing
 Tech3Lab (HEC Montréal)
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5. TRADITIONAL USER TESTS

7. Traditional User Tests
 Method
 Qualitative
 Frequently using concurrent or retrospective verbal protocols
(i.e., “think aloud” protocols) and debriefing/questionnaire.
 Some limitations
 Self-reported (memory bias, social desirability bias, etc.)
 User task interruption
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8. QUANTITATIVE METHODS & USER TESTS

9. Quantitative Methods and User Tests
 Goal
 Observe user reactions to an interface without any
task disruption
 Approach
 Using consumer neuroscience methods such as
- Eye tracking
- Facial expressions
- Electroencephalography
- Heart rate and respiration
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11. 11
http://www.proprofs.com/

12. Ease of use?

13. Ease of use?

15. HYBRID APPROACH TO USER TESTS

16. Hybrid Approach to User Tests
 Traditional qualitative user test methods +
Quantitative consumer neuroscience methods
 Complimentary
- Work in tandem to compensate for the other methods’
limitations
 Richer insights
- Objective data + Self-reported data
– E.g., Eye-tracking (attention measures) + Debriefing (attitudinal
measures)
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17. Tech3Lab (HEC Montréal)
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18. Contact
Questions? Comments?
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info@imarklab.com
514 833-0767
imarklab.com
linkedin.com/company/imarklab
facebook.com/imarklab
twitter.com/imarklab
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