A preference test is a research method that helps you discover user preferences. In this test, users choose from numerous design options in response to your questions. The users are asked to choose their preferred variation among provided design options. This test does not accommodate guesswork and bias, it is straightforward. It aims to discover which product is more relevant and easier to understand for the user. It can help you determine the logo, icon, design, content, copy, text style, and web page that users prefer. It can even help you choose the most user-satisfactory option among videos and sound files.

You can also ask users why they prefer the designs they chose. The essence of preference testing is for users to select their desired product.

WHAT CAN YOU USE THE PREFERENCE TEST FOR?

You can use preference testing for any of these:

• Microcopies: This helps you gather feedback and impressions about a microcopy.

• Test CTAs: Test landing pages, newsletters, banners, and designs.

• Variation Performance: To compare the effectiveness of numerous variations.

• Design Variation: It helps to select the best interpretation of a design. The ultimate aim of the preference test is to understand what appeals to your users' visuals. The preference test is suitable when you want users to compare and choose their preferences from multiple designs shown at the same time.

WHY CONDUCT PREFERENCE TESTING?

A preference test helps you amend errors and eliminate non-satisfactory product options on time, as it allows you to gain user insights from the early stages of your design process.

This Test can also be used to compare your designs with your competitors’ designs. Feedback from preference testing can either be quantitative or qualitative.

Quantitative Feedback: This feedback displays the number of users that viewed and selected each design or product. It is determined by statistical significance whereby the most chosen design is fixed and does not surpass other designs or products.

Qualitative Feedback: This involves a one-on-one dialogue with users where you get to ask them why they chose a particular design. Individuals' responses could be categorised, and you can get collective feedback from the categories.

There are three sections you must include in your preference test:

• The Question

• The Design Options

• The follow-up Questions

STEPS IN CONDUCTING PREFERENCE TEST

• Identify your objectives

• Know how to measure responses and reactions

• Determine your target users

• Conduct the test

• Analyse the results

THE VALUE OF PREFERENCE TESTING

Understanding Users' preferences will help you know the users and general market demand. The information received will guide you in arriving at a great user-centred product and fixing a fair price for the product.

WHEN CAN YOU USE PREFERENCE TESTING?

The preference test is done early in the design process, while you are learning the proper steps to take and how to refine the design.

At the very beginning of your design process, a preference test helps you discover which product your users prefer and why.

Run your preference tests with Crowd

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