In order for the AXD process to be sustainable, frequent feedback is a must, as the needs of audience members and stakeholders are constantly evolving. Feedback looks like audience members and your team in a continuous conversation about their experience with you. These insights are what fuel forthcoming iterations.
When to use!
At any point when you want to understand your audience’s reactions to your concept
After testing a prototype with audience
Details
- Materials – method of documentation
- Energy level – Moderate
- Team members – 3-5
- Participants – n/a
- Expected output – audience insights to use for upcoming iterations of an event
Notes
Feedback is the end game of a test (see test description on previous page), but you need to make sure you know what you’re hoping to understand. Revisit your persona(s) and ideas to see what questions may need to be asked. We generally don’t recommend surveys and focus groups, unless they are used to lead to more one-on-one feedback. Surveys don’t always get to the ‘why’ behind the ‘what’ with audience behavior. Focus groups run the risk of skewing the accuracy of feedback due to peer pressure or simply gathering shallow insights. Since AXD is driven by deep, qualitative data, we recommend asking your test participants ‘why?’ Try asking ‘why?’ five times when your audience members tell you something interesting. Be curious, and don’t stop until you get to the heart of their feelings and behaviors around your offerings. Again, Nielsen Norman recommends testing with at least 5 people, but you can always gather feedback here and there from anyone within your audience.