»The Questionnaire that Evaluates your Product’s Attractiveness«
| Number of Participants | Facilitators | Category | Duration | Level of Difficulty |
| Any | None | Test Phase | 20-25 | Advanced |
Description
AttrakDiff is a questionnaire used for the evaluation of interactive products. While most questionnaires only evaluate practical usability, i.e. “pragmatic qualities”, AttrakDiff 2 also takes human need satisfaction of stimulation and identification, i.e. “hedonic qualities”, into account, as well as the overall attractiveness. The questionnaire includes 28 bipolar items, consisting of two opposite adjectives, measuring on a seven-level scale.
Four scales of measure are evaluated:
- Pragmatic Quality (PQ)
- How much the product supports the users in reaching their goals.
- Hedonic Quality: Identity (HQ-I)
How much the product supports the users’ need to be perceived by relevant others in a certain way. - Hedonic Quality: Stimulation (HQ-S)
How much the product supports the users’ need for personal development. - Attractiveness (ATT)
Global assessment of the product by the users.
For the evaluation of the results, the respective mean value of each item group is calculated. The evaluation is undertaken globally, i.e. concrete areas of action are not identified.
Attractiveness
| Pleasan | |
| Ugly | Attractive |
| Disagreeable | Likeable |
| Rejecting | Inviting |
| Bad | Good |
| Repelling | Appealing |
| Discouraging | Motivatint |
Hedonic Quality: Identity
| Isolated | Connective |
| Unprofessional | Professional |
| Tacky | Stylisch |
| Cheap | Premium |
| Alienating | Integrating |
| Separates Me | Brings Me Closer |
| Unpredictable | Presentable |
Pragmatic Quality
| Technical | Human |
| Complicated | Simple |
| Impractical | Practical |
| Cumbersome | Straightforward |
| Unpredictable | Predictable |
| Confusing | Clearly Structured |
| Unruly | Managable |
Hedonic Quality: Stimulation
| Concentional | Inventive |
| Unimaginative | Creative |
| Cautious | Bold |
| Conservative | Innovative |
| Dull | Captivating |
| Undemanding | Challenging |
| Ordinary | Novel |
Materials
- AttrakDiff online tool ( https://esurvey.uid.com/project/#!login )
- Survey software (e.g. Google Forms)
- Paper, Printer, and Pencils
Preparation
No preparation needed.
Step-by-Step Instructions
- Chose tool for the questionnaire
- Recruit participants
- Let participants test the product
- Let participants fill out the questionnaire
- Evaluate the results
Remarks, Tips, Limitations
- Filling out the questionnaire takes around 5 minutes
- Can easily be integrated into ongoing evaluation projects, for example after a usability test
References
Hassenzahl, M., Burmester, M., & Koller, F. (2003). “AttrakDiff: Ein Fragebogen zur Messung
wahrgenommener hedonischer und pragmatischer Qualität.” In: Ziegler, J. & Szwillus, G.
(Hrsg.), Mensch & Computer 2003. Interaktion in Bewegung, S. 187-196, Stuttgart, Leipzig:
B.G. Teubner.
Hassenzahl, M., Burmester, M. & Koller, F. (2008). “Der User Experience (UX) auf der Spur”.
[Online]. User Interface Design GmbH. Available at:
https://www.uid.com/de/publikationen/attrakdiff. [Accessed: 15.06.2020].
Contributed by Kieu Tran.