A/B testing v.s. preference testing

Is preference testing a viable alternative to split testing?

Actually, preference testing and A/B testing are quite different from each other. A/B tests can be used to measure actual behavior, but preference tests can be used to assess user subjectivity.

Let’s get going.

What is preference testing?

In preference testing, researchers present two or more versions of a variable (logo, design, web/app page, microcopy, etc.) and ask each participant which version they prefer and why?

We can have people tell us which variation of a logo design they prefer and why?

The more important advantage is that preference testing can be conducted on undeveloped UIs. It can be used alone or in conjunction with wireframe prototyping or even a five-second test and first-click testing.

A preference test is a qualitative research method used to determine users’ thoughts and beliefs about the topic under study.

Qualitative information on preference tests is useful, but not accurate enough to be relied on independently.

There are two reasons for it:

1. Normally, qualitative experiments do not have a large enough sample size…