1Cademy - Analyzing responses from the Microsoft Desirability Toolkit

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Analyzing responses from the Microsoft Desirability Toolkit

Report the top most-selected words using percentages rather than raw frequencies (for example, "71% of participants selected the word ‘fresh’ to describe the design")
If you have multiple user groups , make sure you can identify those in your participant responses to look for meaningful differences between the sets of words preferred by the two groups
If you’re evaluating multiple designs or multiple versions of the same design (for example, old and new), look at the differences between the sets of words chosen to describe the different designs
Decide in advance what words correspond to your brand positioning, then count how many users include at least one of those words in their top-5 list.
Use a Venn diagram to present how your results map to show how different designs are described differently or how different user groups describe a design differently

Updated 2020-11-20

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