UX METHOD

Semantic Diferential

It’s a survey-based method that measures people’s reactions to a concept presented within a scale of opposite or gradual adjectives.

Semantic Diferential PROCESS

Transform

Transform the concepts you want to evaluate into non-bias questions, make them open-ended

Define

Define two opposite adjectives and place them at each edge of the scale, these will be the available answers to your questions.

Range

The range is usually 7, but having fewer options is acceptable as well, say 5 or 3.

Apply

Apply the questionnaire to the subject group of your research, they must check the appropriate space

Interpret

To interpret the results, you can list the average scores on each dimension, and draw conclusions.

Why is it useful?

It’s really helpful to evaluate the emotional reaction to a product or service, because each sentiment or attitude is reflected with a point on a scale, then the users can relate themselves to a particular level of the spectrum

Takeaways

REFERENCES