Choosing Your Target Audience3:48 with Anya Mezak
In this video, we will verify that our test study is targeting the correct audience.
We've talked a lot about making sure to use people from your target audience 0:00 in testing. 0:04 Are you showing your product to the people most likely to use it? 0:05 Let's look at whether this study is focusing its effort on the right people. 0:10 Starting out with a mixed gender group makes sense because we have no information 0:15 leading us to think we need to favor one gender over another. 0:20 The next qualifier, weight, seems irrelevant, so 0:24 let's remove that completely. 0:28 Another basic demographic question is missing, age. 0:30 Let's assume we know that adults are the ones buying AC units. 0:34 That means this study should be 18 plus. 0:37 I'll add that now. 0:41 Beyond that we don't information about the age of AC buyers, so 0:45 we should aim for a mixed age group. 0:49 Homeowners and renters, hmm, any thoughts about why this is here? 0:54 This is an example of where it's important to really know your users. 1:01 In the case of home owners versus renters, 1:06 it's possible that the former will be shopping for 1:09 a pricier longer lasting unit while a renter is just getting through the summer. 1:11 If half of the target audience tends to be home owners and 1:17 half renters, then the recruiting criteria needs to reflect that. 1:21 Next, I've already included a benchmark for 1:25 how often someone should be shopping online to qualify for the study. 1:28 After all, if they never shop online, they're not the people looking for 1:32 an AC unit online, either. 1:36 And finally, I'll add a few more qualifications. 1:38 Half should have purchased an AC unit for 1:45 themselves in the last year. 1:50 This way, we can hear from people who have gone through the experience recently and 1:55 those who may go through it in the future. 1:59 Also, all should not have central 2:03 air conditioning where they live. 2:09 After all, if they have central AC, they won't need a standalone unit from Amazon. 2:14 And finally, all must have an Amazon.com account. 2:20 Since we don't want to include account creation in this study or 2:28 discover issues specific to new users, the easy way to eliminate that from 2:31 coming up is not to include those without an existing Amazon.com account. 2:36 All right, let's breeze through the last few details of the study. 2:42 The product to be tested will be a live website, in this case. 2:46 Check. 2:50 Three hours for a study is a crazy long time. 2:52 It would be very difficult to find people willing to give you that much time, and 2:57 even harder to keep someone's attention for that long. 3:01 60 to 90 minutes is an average length study. 3:04 For the time between participants, we can keep that to 15 minutes. 3:08 So let's change 3 hours to 60 minutes. 3:14 What's next? 3:19 Compensation. 3:21 For compensation, a $100 Amazon gift card is appropriate, since it's a reasonable 3:23 amount of money and you know it's for service that they use. 3:28 The list of documents to prepare seems daunting, and yes, they're all necessary. 3:32 You can find examples of the consent form, background questionnaire and 3:38 test plan overview in the teacher's notes. 3:42 And that's it for our test plan review. 3:46
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