In preference studies, we ask representative users their opinions and preferences about two or more potential designs, usually in one-on-one interviews. Prototypes or visual comps are shown to study participants for feedback based on perceived ease or enjoyment of use, visual attributes, and other factors. Preference studies do not typically reveal as many usability issues as observing product use, but they can help teams winnow down design options to one or two candidate choices.
Preference studies can also be designed to measure how products stack up against their main competitors. In this type of preference testing, users often reveal key features, attributes, or qualities that distinguish an application or offering as “best in class.”