Lab-Based Testing

We conduct traditional lab-based research, including in-depth interviews, usability testing, and focus groups, using state-of-the art facilities across the United States and abroad. Our lab-based testing is qualitative in nature, helping clients understand what is on the consumer's mind and learn more about the consumer's expectations for interacting with products and websites. Below are our lab-based testing solutions:

Lab-based testing generally uses a smaller number of respondents that is only partially representative of a target population, so it can serve as a predictor of consumer behavior, but not as a substitute for large-scale quantitative research studies.

Benefits of Lab-Based Testing:

Smaller sample size provides more qualitative feedback
Moderated labs enable flexibility in questioning and allow for more in-depth probing
Direct observation helps showcase participant reactions in person
Allows for interaction between participants in a focus group or multi-participant lab
Ability to probe deeper into specific topics or ideas
Quickly identifies tactical, low-hanging fruit problems and solutions

In-Depth Interviews Overview (PDF)

In-Depth Interviews (IDIs)

In-depth interviews are one-on-one interviews between an interviewer and a respondent. The goal of in-depth interviews is to explore how the consumer thinks about a specific subject matter, such as planning a vacation, applying for a loan, or buying a new car, and help understand the consumer's decision process. eVŌC recommends in-depth interviews when you are in the needs assessment phase or concept testing phase of a website, an online tool or application, or an online media campaign. Some clients will use individual interviews when they are trying to reach a target audience that is difficult to recruit in large samples, such as physicians or chief executives. Interviews are typically 1-2 hours long and may be tape recorded (always with the permission of the respondent) for later analysis.

Usability Labs Overview (PDF)

Usability Labs

Traditional usability labs are interactive, in-person sessions conducted between a moderator and a respondent using a computer that is connected to the Internet. The goal of a usability lab is to watch a user interact with a website and to learn how easy the site is to use, how appealing it is, and how helpful the content is to the end user. Usability labs are best used to uncover low-hanging-fruit problems with user-interface design and to identify clear solutions for resolving those problems. They are also helpful when you want to understand the consumer's emotions, or physical interaction with the site, such as mouse movement or facial expressions. eVŌC recommends in-person usability labs during the site development process and/or prior to running a large-scale quantitative usability or benchmarking study. Labs are recorded (always with the permission of the respondent) and are equipped with two-way viewing capabilities.

Focus Groups Overview (PDF)

Focus Groups

Focus groups are moderated discussions with 10-12 participants that are designed to generate ideas or solutions to a problem by discussing it in a group. The goal of a focus group is to encourage interaction between participants on a series of topics. The topics covered during a focus group are similar to those of an individual in-depth interview; however, focus groups often provoke more ideas, spontaneity and openness than can be expected in an interview. Focus groups are best when used to generate ideas and stimulate discussion about a new concept or product. eVŌC recommends running a focus group when you are in the concept testing phase of a website or an online tool or application.

Eye Tracking Overview (PDF)

Eye Tracking

Eye tracking is a technology that allows us to watch not only how a user interacts with a web page using a mouse, but also allows us to track their eye movements revealing how users consume the content provided. A special, non-invasive computer monitor is used to track users' eye movements as they view web pages, videos or images. Eye tracking determines which page or image elements users view, how long they view the elements and in what order they view them. This information can then be compared to what users recall seeing on the page. Through eye tracking, we can test advertising recall, determine the best format or placement for content or establish a page design best suited to delivering key messaging.

Card Sorting Overview (PDF)

Card Sorting

In-person card sorting helps clients understand how to best structure their website information architecture, by allowing target users to define what navigation and information categories are most intuitive to them. Users are given individual names / labels on separate cards and are asked to create groups of cards that are similar. Once they have grouped the cards, users are asked to create category names to describe each group. Users are then asked to describe why they organized the cards the way they did and provide a more in-depth description of what each category offers. Following this exercise, pre-determined category names can be provided and users can apply the new category names to their own groups, or rearrange cards to more appropriately fit under the given categories.

Persona Research Overview (PDF)

Persona Research

Personas are profiles developed to represent both the needs and personal characteristics of website visitors. They are created via 1-on-1 interviews with target customers and can be supplemented by data captured through quantitative surveys or existing customer research and behavioral information. Each persona developed describes the behaviors, goals, skills and attitudes of a real user group. Once developed, personas are a key component of a user-centered design process whether undergoing a complete redesign or planning smaller changes to a website, ensuring that the needs of each persona are met. Personas go beyond simple segmentation by providing a character whose needs and habits are easy for designers to comprehend, humanizing the design process and focusing it on the needs and abilities of target users.