Usability is the most pivotal metric in the current marketplace. Quantifying user experience and subsequent satisfaction offers substantial opportunities for optimisation. This article aims to outline the testing process, why more brands need to adopt it, with a particular emphasis on eye-tracking technology.
Usability testing is the planned study of a product’s, or application, user-friendliness and the extent to which it meets consumer needs. It is unique in that it enables insight into the black-box of consumer decision making. Individuals, myself included, often claim to know our reasoning behind a purchase decision, or user experience. Modern usability testing uncovers conscious and unconscious factors affecting usability.
Technological advancement has enabled insights firms, like InsightzClub, to generate dynamic strategies to further enhance overall user experience.
Upon determining the research objectives and samples, participants are instructed to install the tested app. The latter only authorised to access the camera with user verification. Collected data, like eye patterns and other metrics, facilitate automated software to generate relevant insights.
With respect to user experience and its considerable value to consumers, usability testing is essential in raising satisfaction. Consumers primarily engage with brands through smartphone applications instead of other brand offerings. In fact, nine in ten consumers spend leisure time on apps. Usability is widely considered to be an indispensable indicator of app success. Cost-wise, positive user experience can save as much as $100 for every $1 spent in ensuring usability through comprehensive testing. Negative experiences can impede acquiring loyal customers; unsurprisingly, negative experiences constitute the majority of unhappy users.
Direct implications of conducting targeted usability testing include revealing potential usability issues, gathering user interface preferences, understanding the consumer journey, and optimising the efficiency of relevant systems. InsightzClub’s methodology can assist brands in quantifying key performance indicators of usability to make agile data-driven decisions.
InsightzClub is a technology-driven market research start up. It has the capability to conduct comprehensive usability testing .
Cryptocurrencies have become the conversation of the hour in recent years. With the ability to transfer funds without third-party influence, the popularity of ‘coins’ is at its peak. Analysts claim that cryptocurrency has the potential to overtake traditional financing within the next decade.
InsightzClub, a technology-based market research firm, investigates consumer sentiment in South East Asia towards the application of cryptocurrency payments in the market research.
Blockchain technologies are the foundation of any cryptocurrency. It is a system that tracks transactional records, validates these transactions, making it impervious to fraud. Underlying concepts are complex which is why consumers may not have an adequate understanding. Only 20% of respondents claimed to moderately understand the technology, the remainder unsure or have yet to learn. In some measure, responses could be skewed by social desirability bias, where participants alter responses to appear more socially desirable. Incomplete understanding of blockchain thus impedes extensive implementation as a universal payment method in the near future.
Close to 60% of respondents were open to receiving cryptocurrency payments. To further understand the applicability of cryptocurrency in the market research industry, participants were asked to identify activities they would be willing to paid in cryptocurrency. Points redemption and survey participation were the most selected options at 86% and 83% respectively. This asserts the potential of cryptocurrency as a universal reimbursement in market research participation. Consumers, instead of receiving deposits or redeemable points, may opt for cryptocurrency. It can either be a well established coin like Ethereum, or a proprietary market research token.
Although there are some positive indicators, there still are concerns among consumers that need to be addressed. The three most common concerns cited by participants were incomplete understanding, legality, and lack of universal acceptance. Furthermore, reported comfort levels in adopting cryptocurrency as payment in market research were moderate to positive. Initiatives from government bodies and private entities may serve as catalysts in widespread usage of cryptocurrency. Incomplete information can be rectified by educational campaigns on social media platforms.
The above findings are based on a South-East Asian study by InsightzClub’s proprietary iFeed solution.
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