Which Test?
Navigate the product development process with tailored recommendations for tackling research. Our tool is trusted by UX Researchers, Product Designers, and Product Teams worldwide to gain valuable insights, making informed decisions for their products and services.
Research methods
411st choice
A method that asks users to make a choice between a number of options to understand preference.
5 second test
A technique where users are shown a design for 5 seconds and then asked questions about what they remember.
A/B test
A method of comparing two versions of a webpage or other product to see which one performs better.
Affinity mapping
A business tool used to organise ideas and data, usually during brainstorming sessions.
Archetypes
User models based on behaviour patterns observed during user research, often used in product design.
Card Sorting
A method used to help design or evaluate the information architecture of a site and to understand mental models.
Census
The procedure of systematically acquiring and recording information about the members of a given population.
Component prototype
A preliminary version of a system or product component that is created for testing.
Concept testing
A process of using surveys or customer interviews to test a concept's acceptance before it goes to market.
Concierge MVP
A minimum viable product where the service is delivered manually, often used to validate a business idea.
Contextual analysis
A method that involves observing users in their natural environment to better understand the context in which a product is used.
Customer journey map
A visual representation of a customer's interactions with a brand over time and across different channels.
Data analysis
The process of inspecting, cleaning, transforming, and modeling data to discover useful information.
Demographics
Statistical data relating to the population and particular groups within it.
Desirability study
A method used to gauge how much a product or service is desired by users.
Diary study
A research method used to collect qualitative data about user behaviors, activities, and experiences over time.
Ecosystem map
A visual representation of the various interacting components of a system or business.
Empathy mapping
A tool used to articulate what we know about a particular type of user’s needs and expectations.
Expert interview
A method that involves interviewing subject matter experts in the field of study.
Eye tracking
The measurement of eye activity to understand attention and engagement with a visual stimulus.
Field survey
A method of collecting primary data directly from the field or real-world setting.
Focus group
A qualitative research method that involves moderated discussions with groups of participants.
Funnel analysis
A method to understand the flow of users through a website or app, often used to analyse conversion rates.
Heat maps
Visualisation of data where values are depicted by color, often used to understand user interaction on a webpage.
In-house testing
The process of testing a product within the company before it is released to the public.
Jobs to be done
A theory and framework that suggests consumers hire products and services to do specific jobs.
Lead generation
The process of attracting and converting strangers and prospects into someone who has indicated an interest in your company's product or service.
Market analysis
The research of the dynamics, size, and competitive nature of a market.
Naturalistic observation
A research method that involves observing subjects in their natural environment.
Probability sampling
A method where each member of a population has an equal chance of being selected.
Role play
A method where researchers assume the role of a user in a scripted scenario as a means to simulate user behavior.
Service setup
The act of establishing the operational aspects of a service.
Survey
A research method for collecting data from a predefined group of respondents to gain information and insights on various topics of interest.
Tree testing
A usability technique used to evaluate the findability of topics in a website.
Fake door test
A fake door test involves placing a non-functional link to gauge interest or demand for a feature..
Usability benchmarking
The process of evaluating a product or service's usability in relation to a benchmark or industry standard.
User interview
A method of understanding users by asking them questions and getting them to speak about their opinions and experiences.
Wizard of Oz
A technique where users interact with a system that they believe to be autonomous, but which is actually being operated by a person.
We use our Which Test? tool for all
types of research-led frameworks
- Validated with 4,499 travellers
- 59 core journey changes recommended
- Delivered over 3 sprints
- Validated with 4,499 travellers
- 59 core journey changes recommended
- Delivered over 3 sprints
- Validated with 4,499 travellers
- 59 core journey changes recommended
- Delivered over 3 sprints
- Validated with 4,499 travellers
- 59 core journey changes recommended
- Delivered over 3 sprints

Proposition
Validation 🎯
Critically validate an existing or potential proposition to reduce risk and drive sustainable commercial growth.
- Average 12 users participating every sprint
- 37 critical UX recommendations identified
- Achieving user growth of 1.1m in 6-months
- Average 12 users participating every sprint
- 37 critical UX recommendations identified
- Achieving user growth of 1.1m in 6-months
- Average 12 users participating every sprint
- 37 critical UX recommendations identified
- Achieving user growth of 1.1m in 6-months
- Average 12 users participating every sprint
- 37 critical UX recommendations identified
- Achieving user growth of 1.1m in 6-months

Research
Studies 🔬
Validate and de-risk product investments by understanding customer needs, pains, motivations, and attitudes.
- 41 experiment candidates identified
- 128 events IDs created for tracking
- Delivered in 1 sprint
- 41 experiment candidates identified
- 128 events IDs created for tracking
- Delivered in 1 sprint
- 41 experiment candidates identified
- 128 events IDs created for tracking
- Delivered in 1 sprint
- 41 experiment candidates identified
- 128 events IDs created for tracking
- Delivered in 1 sprint

Experience
Review 🚦
A digital product and service health check that reveals an actionable backlog of experiment recommendations.
Understanding Jobs To Be Done
Learn why category-winning brands use the Jobs To Be Done framework to create market-fit digital products and services.- Learn all about the ultimate Jobs To Be Done framework, process, and workflow;
- Get to know the different research methods to uncover everything you need to know about your customers;
- Apply your learnings to your future digital product and service feature releases.

