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CX Methods Glossary

A/B Testing

Also known as “multivariate testing,” “live testing,” or “bucket testing”: a method of scientifically testing different designs on a site by randomly assigning groups of users to interact with each of the different designs and measuring the effect of these assignments on user behavior.

Card Sorting

A quantitative or qualitative method that asks users to organize items into groups and assign categories to each group. This method helps create or refine the information architecture of a site by exposing users’ mental models.

Clickstream Analysis

Analyzing the record of screens or pages that users clicks on and sees, as they use a site or software product; it requires the site to be instrumented properly or the application to have telemetry data collection enabled. (Web Analytics, Click-through, Scroll Tracking, Heatmaps, etc.)

Concept Testing

A researcher shares an approximation of a product or service that captures the key essence (the value proposition) of a new concept or product in order to determine if it meets the needs of the target audience; it can be done one-on-one or with larger numbers of participants, and either in person or online.

Customer Feedback

Open-ended and/or close-ended information provided by a self-selected sample of users, often through a feedback link, button, form, or email.

Desirability Studies

Participants are offered different visual-design alternatives and are expected to associate each alternative with a set of attributes selected from a closed list; these studies can be both qualitative and quantitative.

Diary/Camera Studies

Participants are given a mechanism (diary or camera) to record and describe aspects of their lives that are relevant to a product or service, or simply core to the target audience; diary studies are typically longitudinal and can only be done for data that is easily recorded by participants.

Email Surveys

A survey in which participants are recruited from an email message.

Ethnographic Field Studies

Researchers meet with and study participants in their natural environment, where they would most likely encounter the product or service in question.


An eyetracking device is configured to precisely measure where participants look as they perform tasks or interact naturally with websites, applications, physical products, or environments.

Focus Groups

Groups of 3–12 participants are lead through a discussion about a set of topics, giving verbal and written feedback through discussion and exercises.

Intercept Surveys

A survey that is triggered during the use of a site or application.


A researcher meets with participants one-on-one to discuss in-depth what the participant thinks about the topic in question.

Participatory Design

Participants are given design elements or creative materials in order to construct their ideal experience in a concrete way that expresses what matters to them most and why.

Remote (Un)Moderated Usability Studies

Usability studies conducted remotely with the use of tools such as screen-sharing software and remote control capabilities. These can be either moderated or unmoderated.

Session Replay

Session replay is a video-like reproduction of a user’s interactions on a website or web application exactly or as close as possible to how the user actually experienced it. Session replay tools capture things like mouse movements, clicks, typing, scrolling, swiping, tapping, etc.

True-Intent Studies

A method that asks random site visitors what their goal or intention is upon entering the site, measures their subsequent behavior and asks whether they were successful in achieving their goal upon exiting the site.

Unmoderated Remote Panel Studies

A panel of trained participants who have video recording and data collection software installed on their own personal devices uses a website or product while thinking aloud, having their experience recorded for immediate playback and analysis by the researcher or company.

Unmoderated UX Studies

A quantitative or qualitative and automated method that uses a specialized research tool to capture participant behaviors (through software installed on participant computers/browsers) and attitudes (through embedded survey questions), usually by giving participants goals or scenarios to accomplish with a site or prototype.

Usability Benchmarking

Tightly scripted usability studies are performed with several participants, using precise and predetermined measures of performance.

Usability-Lab Studies

Participants are brought into a lab, one-on-one with a researcher, and given a set of scenarios that lead to tasks and usage of specific interest within a product or service.

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