A desirability study determines how much a group of users likes, dislikes, or finds something desirable or undesirable. The study aims to understand the motivations behind and emotional responses to a product or service.
Thanks to them, you can quantify and measure the chosen quality of a product. You can focus, for instance, on the aesthetic form, brand strength, or clarity of the written content.
For example, you can ask people what they think about the design of your product. Usually, this study involves users exposed to your product for the first time. Then, show them a list of descriptive words and ask them to choose an option that would describe their feelings about the design. Later you can quantify the percentage of their responses.
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