Lab based research versus remote research
How reliable are the views of six customers who fit a brief when it comes to feedback from a usability lab? The answer lies in the competence of the interviewer or moderator and the team who are implementing the research findings.
But six views are always going to be limited and, usually, geographically similar. Add to this the travel stress of getting to the lab, unfamiliar surroundings and someone else’s computer, only the best moderators can achieve good results from this audience.
Remote research, which follows the same one to one interview technique with moderator and panellist, allows a much wider reach in terms of audience location and numbers. The cost of lab hire can be used to recruit more panellists, typically twelve to eighteen.
These customers are now in familiar surroundings, using the same computer that they use to go online everyday and have much lower stress levels the only effort made is putting on the kettle.
When is a lab not a lab?
At this point we should state that lab based research does have a place and a need, and to be most effective can be run with remote research.
Lab research allows us to see how the customer is reacting visually, their change of posture, use of mouse and keyboard and facial expression which remote testing does not. It is also a great environment to use mixed media such as paper prototypes, card sorts, printed stimulus and multiple interactive models. And it’s a controlled environment where we know everything will work and a client can also watch the customer’s body language.
Results in days
The nature of remote research means that it is much quicker for us to recruit and run sessions as there is minimal effort required form the customers perspective. Even session lengths are shorter as there is no need for the panellists to take in new surroundings, familiars themselves with a new computer and get to grips with different screen sizes and browser settings.
Typically a project can be briefed on Monday, recruited Tuesday, run Wednesday and Thursday and reported on Friday. However, the more complex the audience, task or number of models the longer the recruitment, set up and facilitation takes.
We have run a lot of very successful remote research sessions during information architecture projects that we have been involved in, the most recent being a two day turn around on a travel portal prototype that we had been developing.
Client participation
Most importantly is the fact that the sessions are equal as accessible to the client and other stakeholders that are involved. Each one to one session is scheduled in advance, an email sent out and all that is needed is for observers to download a small plug-in, which takes seconds, and voila you can now see what we can see, which is the panellist computer monitor.
Two way conversation, in real time, between the panellist and the moderator is available through a conference call facility that everyone can dial into and direct chat with the moderator is enabled through the observation software. This features allows you, the client, to direct each session and get the most from it.
Finally, everything that is done on screen and said during each session is digitally recorded and can the video can be hosted in full, transferred to DVD or edited into highlight clips.
Ultimately, every method of research has a place and the agency pitching for your work should justify not only the methodology but also identify the best solution for you, often this may seem more complex but ultimately it will lead to far better results.
global usability testing, market research, usability research