Qualitative Value Testing Techniques

Uncovering the Why: Mastering Qualitative Value Testing for Product Success

Quantitative testing tells us what's happening (or not), but it can't tell us why, and what to do to correct the situation. That's why we do qualitative testing. If users and customers are not responding to a product the way we had hoped, we need to figure out why that's the case.

The Essence of Qualitative Testing

Qualitative testing is about rapid learning and big insights. When you do this type of qualitative user testing, you don't get your answer from any one user, but every user you test with is like another piece of the puzzle. Eventually, you see enough of the puzzle that you can understand where you've gone wrong.

I argue that qualitative testing of your product ideas with real users and customers is probably the single most important discovery activity for you and your product team. It is so important and helpful that I push product teams to do at least two or three qualitative value tests every single week. Here’s how to do it:

Step 1: Interview First

Begin the user test with a short user interview. Confirm that the user has the problems you think she has, how she solves these problems today, and what it would take for her to switch (see Customer Interview Technique).

Step 2: Usability Test

Value testing depends on the user first understanding what your product is and how it works. Hence, a value test is always preceded by a usability test. During the usability test, check whether the user can operate your product and understand its purpose. Conduct the usability test immediately before the value test to avoid hypothetical discussions and ensure the user is informed.

Step 3: High-Fidelity Prototypes

To test usability and value, the user needs a realistic experience. Use high-fidelity prototypes, live-data prototypes, or hybrid prototypes to ensure the user understands your product’s value.

Specific Value Tests: Making Sure They're Not Just Being Nice

The main challenge in testing value is ensuring users provide honest feedback. Here are techniques to get genuine responses:

Using Money to Demonstrate Value

Gauge if the user would be willing to pay for the product, even if you don’t intend to charge them. Look for actions like pulling out a credit card or signing a non-binding letter of intent to buy.

Using Reputation to Demonstrate Value

Ask users how likely they’d be to recommend the product to friends or colleagues. Requesting social media shares or email recommendations can indicate genuine interest.

Using Time to Demonstrate Value

Especially with businesses, ask if they'd be willing to schedule significant time with you to work on the product. Time commitment is a strong indicator of value.

Using Access to Demonstrate Value

Request login credentials for their current product (even if you don’t need them). Willingness to provide this shows readiness to switch to your product.

Iterate and Learn Rapidly

Qualitative testing is not about proving anything but about rapid learning. If responses differ, investigate why. Different customer types, skill sets, or satisfaction with current solutions might explain the variance. If you can’t generate interest or usability, consider shelving the idea, saving resources and opportunity costs.

Your Involvement Matters

As a product manager, attend every qualitative value test. Your firsthand experience with user interactions is crucial. Don’t delegate this responsibility or hire an external firm. Your ongoing engagement with users is key to your team’s success and your continued role.

Conclusion

The simplicity and effectiveness of qualitative testing are remarkable. Take your laptop or mobile device with your product or prototype to someone new, and start testing. Your commitment to understanding user feedback firsthand will drive your product’s success and ensure your team is building something valuable.