Some years ago, while conducting usability testing for Paycor, I observed something that stuck with me.
Participants struggled with tasks and failed some of them. They became frustrated. They encountered navigation problems, hidden functionality, and workflow issues that clearly slowed them down.
Then they completed the post-test survey. And they loved the product. The survey results were overwhelmingly positive. That experience taught me an important lesson: what users say and what users do are not always the same thing.
So, when I began a home improvement research project years later, I was skeptical that a traditional survey would reveal what homeowners really wanted. I was concerned participants would simply select everything that sounded appealing rather than reveal what actually mattered when real-world tradeoffs were involved.
That's what led me to Conjoint Analysis. To explore that question, I recruited approximately 30 homeowners and renovation prospects to participate in the research.
Instead of asking participants what they liked, Conjoint Analysis forced them to make choices. Just like real homeowners, they had to decide what was worth prioritizing and what they were willing to give up.
My goal was simple: understand what homeowners actually wanted. At first, that sounds like an easy question. Just ask people.
The problem is that when people are planning a renovation, almost everything sounds important. They want a beautiful kitchen, more storage, energy-efficient appliances, better lighting, improved accessibility, additional living space, and updated finishes.
If you ask people what they want, the answer is often, "all of it." The challenge is that real-world decisions involve tradeoffs. Budgets are limited. Time is limited. And eventually homeowners must decide what matters most.
That's why I decided to try Conjoint Analysis. Unlike traditional surveys, Conjoint Analysis forces participants to make choices between competing options. Instead of rating every feature as important, participants evaluate realistic combinations of features and make tradeoffs similar to the decisions they would face in real life.
What surprised me most was how often accessibility appeared in the results. Nearly two-thirds of participants (63%) said accessibility features were important in future renovations, and half planned to remain in their homes for more than ten years.
What surprised me even more was that accessibility wasn't just important to older homeowners. Several younger participants were researching renovations for aging parents and were already thinking about features that would make homes safer and easier to navigate. Accessibility was often viewed as a family need, not just a personal one.
The more I reviewed the data, the clearer the pattern became. Many homeowners weren't planning renovations simply to improve appearance. They were planning for the future.
Storage solutions, improved lighting, accessibility features, and energy-efficient options consistently ranked among the most desirable features. Participants were thinking about convenience, comfort, and long-term usability.
Another finding stood out. Seventy-eight percent (78%) of participants reported hiring professionals because they lacked the skills, knowledge, or time to complete larger projects themselves.
Trust also played a significant role in contractor selection. Two-thirds of participants said they would find contractors through referrals or websites. Earlier interviews reinforced this finding, with participants repeatedly mentioning testimonials, company information, ratings, and examples of completed work as important factors in their decision-making process.
Taken together, the findings painted a different picture than I expected. Homeowners were not simply comparing design styles or selecting finishes. They were evaluating who they could trust, how long they planned to stay in their homes, and which improvements would have the greatest impact on their daily lives.
What changed my mind about Conjoint Analysis was seeing how different the results were from a traditional survey. Traditional surveys tell you what people say they want. Conjoint Analysis forces people to make tradeoffs. Those tradeoffs often reveal priorities that would otherwise remain hidden.
Sometimes the most valuable insight isn't what people choose. It's what they are willing to give up to get it.
Open to contract UX research opportunities.
Email: theresaw@columbus.rr.com
LinkedIn: theresa-wilkinson