Combining qualitative depth and quantitative certainty
Finding the right words with well-founded insights – DeepQuant for ForTomorrow
UX Services:
- Needs Assessment
- DeepQuant
- User Research
- UX Consulting
“Uncomplicated, efficient collaboration – and thanks to clear insights from DeepQuant, we can sharpen our positioning without having to throw everything overboard.”
Koos Looijesteijn
Design Director
ForTomorrow
Starting situation
ForTomorrow supports companies and private individuals in offsetting CO₂. From their own research, they knew that the term “compensation” does not always have positive connotations and wanted to find out whether a different approach would be more effective.
Project Objective
The aim was to evaluate different wording variations both qualitatively and quantitatively in order to be able to make an informed decision on the future choice of words.
Result
The existing version was rated better, but also revealed weaknesses – the next version can be optimized specifically for trust and comprehensibility. The willingness to donate was also evaluated.
User
Versions
Days of Recruitment
Qualitative Responses
What is DeepQuant?
Instead of classic A/B tests, we decided to carry out a DeepQuant. This way, we were not only able to make a recommendation for the use of one of the variants, but also provide insights into why this variant performs better.
Qualitative Depth, Quantitative Security
Qualitative methods provide deep insights into the motivations and emotions of users – but usually on the basis of small samples. Quantitative methods provide reliable figures and comparability, but leave it open why people make this decision.
UX research has the greatest impact when both come together – which, in practice, however, often involves a lot of effort.
That’s why we developed DeepQuant .
DeepQuant quantifies the why
In a DeepQuant, 50 to 100 people test a test object using specific tasks – accompanied by screen recording and a questionnaire that combines closed and open questions .
The response quality is 3x higher than in normal panel surveys, because the test subjects use the real test object during the survey and are thus more involved in the questions. They also answer the open questions much more detailed than in purely quantitative online surveys.
In-depth insights, fast and efficient
A maximum of two weeks will pass from the kick-off to the presentation of the results. We prepare the results in a compact way, that is easy to understand – including specific recommendations.
The evaluation follows a structured process: First, we analyze the quantitative responses, then the qualitative feedback. Screen recordings provide additional context when needed.
The insights gained not only help with product development, but also with convincing stakeholders in a targeted manner.
Testing and validating the effect of language
ForTomorrow supports companies and individuals in offsetting their carbon footprint. However, discussions and our own research showed that the term “compensation” is not received positively by everyone – and can raise doubts about its effect or credibility.
Together with us, ForTomorrow wanted to find out whether alternative formulations were better received – and how this affected the willingness to donate.
The aim of the project was therefore to specifically test variants of the homepage and donation pages in order to be able to make reliable, user-biased decisions for future communication .
DeepQuant provides ForTomorrow with guidance for the next steps
Based on two text variants for the start page and the donation page, we developed a questionnaire that asked not only comprehensibility and trust but also the willingness to donate. Within three days, 50 people took part – selected from our own panel, which is particularly suitable for qualitative feedback.
The result: The current version was more convincing overall. The term “compensation” was viewed critically by only a few people. The new variant scored weaker in terms of trust – but offered ideas for an optimized version. The word “protection” stood out particularly positively, which is to come more into focus in the future. This means that ForTomorrow now has a clear basis for decision-making – and clear ideas for the further development of its communication.
How can we help?
Free and non-binding consultation
Birgit Bärnreuther
Head of Consulting
+49 30 / 544 870 24
(Mon to Fri from 9 a.m. to 6 p.m.)