Desirability study checklist: preparation, execution, and analysis
Use this checklist to run a desirability study from start to finish. It covers the full process from defining the research question through delivering the final report with design recommendations.
Before the study
- Research question defined: what emotional qualities are we evaluating, and why?
- Brand-target words documented (3-5 words representing the intended emotional impression)
- Word list adapted: 20-30 words selected from the Microsoft list + custom words, with 40%+ negative/neutral
- Word list reviewed by a second person for ambiguity and domain relevance
- Word list randomization enabled in the survey tool
- Design stimulus prepared (screenshot, mockup, or prototype) at the correct resolution and device context
- Study configured in the testing platform with clear instructions and the correct number of word selections (5)
- If comparing designs: between-subjects design set up (each participant sees only one variant)
- Pilot test completed with 2-3 people; issues fixed
During the study
- Participants recruited from the target audience (20-30 per design variant)
- No priming: participants are not told the intended feel of the design before seeing the word list
- Open-ended follow-up question included (“Why did you choose these words?”)
- For moderated sessions: follow-up probes documented, non-verbal reactions noted
- Data collection monitored for drop-offs or technical issues
After the study
- Word frequencies tabulated and converted to percentages
- Words ranked from most to least selected
- Brand-alignment score calculated (% of participants selecting at least one target word)
- Positive/negative ratio calculated
- Comparative analysis completed (if multiple designs tested): Venn diagram or side-by-side table
- Qualitative follow-up responses coded into themes
- Report written with top words, brand-alignment score, patterns, and design recommendations
- Findings presented to stakeholders with clear next steps