Setting Up Video Testing
Let’s walk you through the steps of setting up video testing. Here is a checklist of items you’ll need when creating your own video testing session:
- Have your audience identified and ready to go
- Develop visual asset(s) that conveys your idea to the audience
- Provide context to elicit the proper mindset when seeing your video
- Use testing software to review the effectiveness of your assets
Setting up an Audience
Helio makes it incredibly easy to test with an audience. Test with a group of your own participants. Or use our community of over 500,000 participants. If you need a specific group targeted by behaviors or responsibilities, reach out to our team to learn about Advanced Audiences!
Develop Visual Assets
Start with a sketch. We promise, it works! Use video to audibly describe your work as you present it. This way you can be specific about the concepts. And you’ll get the feedback you want!
Once these concepts are turned into higher fidelity designs, share multiple assets at once with a video voice over. This allows you to describe how different pieces interact. These can be sketches of individual web pages. Or a drawn-out storyboard to illustrate the overall flow of a promotional video.
The high-fidelity phase is when things really get exciting from a design standpoint. Still, we can’t get ahead of ourselves. While you design different parts of the digital experience, you can visualize a user flow through video and see how participants expect to interact with it. If participants don’t like the flow from a bird’s eye view, you can be sure they’ll have bigger worries when actually interacting with your designs. For completed visual assets, like company videos or promotional advertisements, think about where in the content you have questions and how you may be able to break up the video to get more directed feedback.
Provide Proper Context
Illustrating the story is half the battle when setting up an effective user test. Each video asset should have an equal amount of audio and written context. This is a golden rule for any video you put in front of an audience.
For completed video content, this is easy, as most promotions or advertisements are accompanied by audio to encapsulate the user. Whether it’s a complete voice-over explanation or just music and sounds, your test participants have something visceral to react to. The written context you provide in the test question should be minimal to keep the audience focused on the video asset.
For videos of static assets, the trade-off is that you must provide more written context so that participants have multiple ways of understanding the ideas you’re sharing. The written context should primarily set up what will be explained in the voice-over, and provide some quick points about what will be covered in the video. This primes users and helps them connect more with the ideas you describe once they are brought up in the video.
Use Testing Software
When and How to Use It
Let’s take a look at when and how to use testing software. Like we said, video helps bring context.
Building additional context and explaining a flow as a voice over on a video is a useful tactic. It helps users stay engaged while giving them further context to the intent. However, we recommend keeping this controlled as a script, especially if you’re conducting multivariate testing of different flows or want to recreate the test in an iterative approach.
When to Use It
The first answer is the simplest: when you have a completed video. Maybe a feature explainer or a social media ad that hasn’t been released by your company yet. Get the content in front of test participants and get feedback before it goes live.
This test type is also very effective when trying to get visceral reactions from participants using whiteboard sketches, brainstormed ideas, and conceptual interactions on a design. Applying a video asset explainer or showcasing your idea you’ll understand how participants react in several different ways.
How to Use It
Emotional reactions can play heavily into this type of testing. Does the concept itself inspire a lot of fear in your customers? If so, then you might need to consider a few things: whether to pursue the idea, whether you want fear to be elicited, or how to design the experience in a way that makes the concept less daunting/abrasive to users.
Additional types of reactions you can achieve can be done through other survey types such as likert, numerical scales, or free-response answers. It all depends on what you want to learn.
If you’re looking to judge an idea by one specific criteria such as interest or ease, you might use a likert or numerical scale. But a free-response might be better if you want to understand if your customers can grasp an idea. Especially if you want them to volunteer their thoughts in the first place. The options are vast.