In this lesson, we share how you can run one as part of your next concept test.
Watch the video, or read the transcript below.
How to run a BERT test
BERT stands for bipolar, emotional, response, test.
You’ll need some Artefact cards or Post-It notes, some Sharpies, and a laptop to analyse the results.
Start off by generating a longlist of adjectives that describe how your brand should be recognised.
Next agree on which adjectives are most important to your brand. Tone of voice and branding documents are a great starting point. Agree on 5-6 adjectives to include in your test.
Now create an opposing or related adjective to create a pair. For example, confident and reserved, premium and budget.
To create the test, make a 1×7 grid. Add 1 adjective at either end of the grid, leaving the middle 5 blank. Repeat this for each pair.
During the next round of usability testing include a BERT test at the end of the session. The participant works down the form selecting a point between the 2 adjectives that they feel best describes the ‘personality’ or ‘feel’ of the product. When testing with multiple concepts, include a BERT test for each one.
Once all the tests have been completed, enter the results into a spreadsheet. The analysis will show the strength of agreement across your participants.
Now regroup and discuss the results. Which concept performed best? How did internal and external opinions differ? Focus on the worse performing adjectives in future design iterations.
Download the spreadsheet here.
Takeaways from Jan Chipchase’s Field Research Masterclass