Market research methods

Task analysis

The user is given a specific task to perform, and the interviewer observes and notes where the user runs into problems and where he or she is successful. Task analysis is different from usability testing, as it is not testing the usability of a website. Instead, it seeks to understand the thought process and actions of users in order to inform the eventual design of a website or tool.

Best Uses

Task analysis can be helpful in understanding how users currently use your website (and/or other websites). Using this approach, the user is given a specific task to perform (for example, buy a particular product, find a solution to a problem he or she is having with your product, find the location of a nearby store that sells your product, and so on).

Methodological Considerations

• This process is more specific than contextual inquiry in that it directs the participant to use a specific website for the task.
• The interviewer can observe the users as they try to find things and note where they run into problems or are successful.
• Some of the things that the interviewer should observe or ask include the following:
  • What does the user see as options at any point in the task?
  • How does the user choose one option over another?
  • Does the user go back and change directions? If so, why?
  • What mistakes does the user make, what problems are encountered and how are they handled or corrected?
  • What inputs are required? (What does the user need to know to be able to complete the task? Does the user feel that this is reasonable?)
  • What are the outputs? (What does the user get at the end of the task and does this differ from expectations?)
  • What is the sequence of steps that the user takes in order to fulfill the task?
  • How important is each step in the task?
  • Would the user always use the same sequence or is it variable?
• Another approach involves recording five key elements for every action taken by the user. These are:
  • purpose of the action
  • cues (what told the user to take that step?)
  • objects used in the action (for example, documents referred to, tools used)
  • method (what is the action?)
  • options (what other actions were available to the user at that point and how did this action get chosen?)

All of this information can be used to draw process diagrams and develop stories or journeys that illustrate the processes and approaches used by users. It is possible that the results of the research will show that several common approaches were used.