Desirability Studies
Evaluate emotional responses and preferences for design alternatives using card sorting or other techniques.
Research Classification
Research Type
Attitudinal Behavioral
Behavioral: Focuses on what people do: their actual behaviors and actions.
Data Type
Qualitative Quantitative
Qualitative: Collects non-numerical data like observations, interviews, and open-ended responses.
Requirements
Budget
mediumModerate investment needed
Timeline
short1-2 weeks
Team Size
smallWorks with 2-3 people
Research Goals
evaluation generative
Pros & Cons
Pros
- ✓ Measures emotional appeal of designs
- ✓ Helps select between design alternatives
- ✓ Provides insights into brand perception
- ✓ Complements usability testing
Cons
- × Subjective responses can be difficult to quantify
- × May not reflect actual usage behavior
- × Cultural differences can affect results
- × Requires careful facilitation
Use Cases
Example Scenario
Using Microsoft's Product Reaction Cards to evaluate users' emotional responses to different visual design directions for a brand redesign.
Additional Applications
- • Visual design evaluation
- • Brand perception testing
- • Product comparison
- • Marketing material testing