Uno de los objetivos de las compañías es adaptar su producto o servicio como sea más útil para sus consumidores. ¿Pero cómo es que pueden saber sus preferencias o actitudes hacia un producto que no está a la venta todavía? ¿O conocer la opinión de miles de personas?
Aquí es donde entra en juego la investigación de mercados, en específico, con el estudio de “Users & attitudes”
A través de este estudio, se pueden definir aspectos importantes sobre la experiencia del usuario, tasa de aceptación, nivel de satisfacción y otros, basados en los objetivos de la compañía.
¿Cuáles son las mejores técnicas para un estudio U&A?
Para este estudio, hay varias técnicas de investigación que se pueden utilizar, dependiendo de los objetivos deseados, por ejemplo:
- Surveys: Surveys involve structured questionnaires administered to a large number of participants. They can be conducted through online platforms, email, or in-person. Surveys help collect quantitative data on users’ preferences, opinions, satisfaction levels, and demographic information.
- Interviews: Interviews involve one-on-one conversations between researchers and participants. They can be structured, semi-structured, or unstructured, allowing for in-depth exploration of users’ thoughts, experiences, and attitudes. Interviews provide qualitative data and allow for probing and clarification of responses.
- Focus Groups: Focus groups involve gathering a small group of participants (typically 6-12) to engage in a facilitated discussion. This technique encourages interaction and group dynamics to explore users’ opinions, perceptions, and attitudes on specific topics. Focus groups generate qualitative data and reveal group consensus or differences.
- Observations: Observations involve researchers directly observing users’ behaviors, interactions, and usage patterns in real-life or controlled environments. This technique helps uncover user behaviors and preferences that may not be captured through self-reported methods. Observations can be done through video recordings, field notes, or eye-tracking technologies.
- Usability Testing: Usability testing focuses on evaluating how users interact with a product, system, or interface. Participants are given specific tasks to perform while researchers observe their actions and collect data on task completion, efficiency, errors, and subjective feedback. Usability testing helps identify usability issues and improve user experience.
- Diaries and Experience Sampling: Diaries or experience sampling involve participants recording their experiences, behaviors, or thoughts over a specific period. This technique captures real-time data and provides insights into users’ daily activities, contexts, and subjective experiences.
- Behavioral Tracking: Behavioral tracking involves collecting data on users’ digital or online behaviors, such as website clicks, navigation paths, or interactions with specific features. This technique can provide objective data on user engagement, usage patterns, and preferences.
También se pueden combinar y depende del contexto y objetivos. En Hamilton Global contamos con la experiencia para crear estrategias específicas para alinear de mejor forma tu marca y sus objetivos de negocio. ¡Contáctanos ahora!
