UserZoom: U Get What U Pay For
March 22, 2016
UserZoom: U Get What U Pay For
Score 8 out of 10
Overall Satisfaction with UserZoom
We do consulting research, and use UserZoom for our client projects when we need to capture behavioral data (i.e. clickstreams, heatmaps, time on task). There aren't many tools out there with the combination of features that UserZoom provides, including logic to direct people to other questions or parts of the survey, the behavioral tracking mentioned above, and easy integration with panel providers.
- Behavioral data collection: Although not perfect from what I can tell, UserZoom captures the majority of clicks and URL values when survey takers have installed the UserZoom browser extension.
- Click testing: UserZoom makes it easy to do a one-page click test that is turned into a heat map, so you can identify where users would click first on a page.
- Block Randomization: There are some things you just can't do with the tools provided for creating sections of surveys and randomization. I can't recall off the top of my head what the issue was, but we were trying to show certain sections of a survey in a randomized order and it wasn't possible to do it at the level we wanted. Basic randomization of sections was supported.
- Reporting: The reporting tool doesn't do any significance testing, and beyond filtering we don't find much use for it. The clickstreams are difficult to edit in the tool, and we typically just use Excel to do our analysis of any of the data.
- Ability to link between surveys/studies: We have a repeating study that requires advanced screening and quota management, and would love to do it all within UserZoom. However, the logic available doesn't make it possible to distribute panelists based on age/HHI/etc., the way we would like to, so we have to pay a panel provider to program that portion and communicate constantly to fill quotas.
- Overall the ROI has been fairly useful. The price for the tool itself on occasional use cuts into our profit margin, and as I mentioned previously it's difficult to predict how much UserZoom will charge for a given project.
- On a positive note, UserZoom allows us to run projects that we wouldn't be able to on any other tool. We have landed projects with new clients that wouldn't be possible without UserZoom, so that helps drive future business in other areas.
- On the negative side, the fact that UserZoom also provides consulting research services means we can sometimes be in direct competition with them over clients, which allows them to beat our pricing since they own the tool. All's fair in love and war, but it is a tricky situation.
- Loop 11
Loop 11 has no logic, so every user sees every question. This makes the surveys clunky and confuses the panelists, who have to decide whether they need to answer a certain question that doesn't seem appropriate. Additionally, Loop 11 conflicts with certain websites and the data capturing doesn't work. It's also very difficult to find bad results in Loop 11 and remove them from the data set, last I checked you had to click through panelists one by one to see their results and then remove them. Overall reporting is also very limited in Loop 11 in comparison.
It really depends on the scenario. If you need behavioral data capture, there aren't many tools on the market that can do it as easily and reliably as UserZoom. Things like Loop11 have behavioral data capture, but their feature set is far behind UserZoom's in many ways. However, if you're just doing a simple survey you might be better off with something cheaper like SurveyMonkey. UserZoom's pricing fluctuates a lot and is difficult to predict without working with them directly.