Attitudinal Research
Attitudinal UX research is a type of research focused on understanding users' beliefs, feelings, attitudes, and perceptions about a product or service. This research aims to gather subjective data about users' opinions, motivations, and preferences, providing insights into how they think and feel rather than just how they behave.
Key points:
Focus: How people think. Gathers subjective data on users' internal thoughts, emotions, preferences, and mental models.
Strengths: Explains the "why" behind user behavior, offering insights into user motivations.
Key Questions: "Why do users prefer one feature over another?" and "What are users' emotional responses?"
Common Methods of Attitudinal UX Research
Surveys and Questionnaires
Structured forms with questions designed to gather users' opinions, preferences, and satisfaction levels.
Collecting large-scale attitudinal data that can be quantified and analyzed.
SurveyMonkey, Google Forms, Typeform, SurveyPlanet
Interviews
One-on-one conversations to explore users' attitudes, motivations, and experiences in depth.
Gaining detailed, qualitative insights into user perceptions and feelings
Zoom, Skype, Lookback
Focus Groups
Group discussions to gather diverse perspectives on a product or concept
Exploring collective attitudes and generating ideas through interaction
FocusGroupIt, UserZoom, Miro
Card Sorting
Asking users to organize information into categories that make sense to them
Understanding how users think about and prioritize information
OptimalSort, UXtweak, UsabilityHub
Diary Studies
Asking users to record their thoughts, feelings, and experiences over time
Understanding how attitudes and perceptions evolve during actual product use
Dscout, ExperienceFellow, Google Docs
Conclusion
Attitudinal UX research is crucial for understanding users' thoughts, feelings, and opinions about a product. By focusing on subjective data, it complements behavioral research, providing a comprehensive view of the user experience that includes both what users do and what they think and feel.
Further resources:
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