Which style direction should we go in?
What tone of voice is most appropriate?
Which design variation should we go with?
Brings user opinions into early stage decision making
Helps set direction in a way that’s user focused and not stakeholder focused
Simple to setup and analyze results
Does not reflect real world usage because participants aren’t using the product for real
Focuses exclusively on the opinions of participants and not behaviors
The variations are often presented out of context as it’s not possible to preference test an entire product