Preference Does Not Tell You Anything About Usability

Preference testing, unfortunately, is just plainly prevalent in our industry. When a research request comes in or when we want to understand about usability or perception or both, preference doesn't answer any of those questions. So sometimes we need to take a second before because preference is an easy choice. And we often sometimes think that because we can, other people can, but we're asking a lot of our participants in that sense.