This video takes you through how to pick the users to take your WhatUsersDo test.  These options come up when you first start creating your test. You’ll learn how to find them, why you should pick them and why you probably won’t need a unicorn

(Please note that not all options are available in all countries we offer tests in.)

Psssst...don't have time to watch the video now? No problem, check out the transcript below: 

How to pick a user (for beginners!)


Hello and welcome to how to pick a user (for beginners)


I’m Clare, the Customer Marketing Manager here at WhatUsersDo

SLIDE 3 - What's a user?

In this video you’ll be learning what to think about when choosing users to do your WhatUsersDo tests. 

A user, in this context, is someone who would use or buy the thing that your business sells or provides. It’s that simple. 

SLIDE 4 - What is an average user?

Obviously you’re going to be looking for your average user but it’s worth remembering this story from the American Airforce. To shorten a much longer story they wanted to build a cockpit that was the perfect size for their pilots. So they measured a large group of them, height, weight, width - the lot. Then they took all the information and put it together to work out what the average size was. 

Next they created the cockpit of a plane based around these average measurements. I think you can guess how it turned out - yes, that’s right. The average didn’t fit anyone at all. When 4,000 pilots were later measured to see if they fitted to the average size previously specified it turned out that precisely none of them did. 

So keep that in mind when choosing your users! 

SLIDE 5 - Unicorns

We sometimes get requests for unicorns. A unicorn is a user with a really specific set of characteristics. Unsurprisingly, these users are described as unicorns because they’re semi-mythical. Now, some businesses really do work in such incredibly niche areas that they need to find these unicorns. However, for everyone else it’s worth considering these two points: 

1. Do they actually even exist (remember the average American pilot)?
2. Even if they do, what will they tell and show you that’s so different to what any other human being using your website would tell you?

SLIDE 6 - Google Analytics 

If you’re new to this you might  find picking the right user quite daunting so the first thing to think about is who comes to your website. You should have access to your Google Analytics and this is where you should find out a bit about the location and gender of those who come to your website so that is a good starting point. 

SLIDE 7 - Getting started

As always - before doing anything think about what you’re trying to achieve. 

If you’re not sure it’s better to keep it simple. If you don’t have evidence don’t make assumptions. 

When picking a user these are the options you’ll have available next to Panel - WhatUsersDo. 

  • Country
  • Gender
  • Minimum age
  • Maximum age
  • Socio

So we’ll go through each of these. 

SLIDE 8 - Country and age

Country and the ages you use should, hopefully, be relatively easy for you to decide after going through your google analytics and any other data bases. We currently have panels of users based in the UK, USA, France, Germany and the Netherlands. 

Age can be a helpful of dividing up your users, you might want to see how people who are older or younger would behave on your website. However, keep in mind that’s only worthwhile if that’s what is right for your business. 

SLIDE 9 - Gender

The next option is gender. We hold data on whether our users identify as male or female. Unless there’s a really specific reason why you need to profile based on gender we don’t advise you to test with one over the other.  An example of when you can test with one gender over the other would be when you absolutely know that the person who will be buying and using a product is of one sex. Which is pretty hard to do.

Remember - women buy razors, men buy tights. It’s rarely clear cut so why divide up like that?

SLIDE 10 - Socio

Now let’s focus on what socio means. This stands for the socio economic category, we’ve grouped together the broader group types for simplicity. We base it on a combination of the head of household employment level and household income. It’s important to remember this information is all self reported. This breaks down as: 

*ABC1 - Includes everything from CEO to clerical, admin roles in what might be called “white collar jobs”.  

-  This includes skilled to unskilled manual occupations as well as those who are unemployed.

- A student can, of course, be any age, if you’re looking for a specific genre of student you can specify based on the age option. However, this option is best for mostly educational institutions. 

SLIDE 11 - Private Panel

Next to WhatUsersDo you’ll see Private Panel - this is where you can work with us to really specify the users you want. It’s different for every client so if you’re interested in this the best thing to do is talk to us! An example would be if you wanted to test with users in country we don’t currently offer. 

SLIDE 12 - Instant Audiences 

The final option is Instant Audiences. 

We’ve done the legwork for you here and divided up some of the most popular users to test with:

  • Digital naturals – people who use the Internet every day, at home or work, for 21+ hours per week
  • Online shoppers – people who use the Internet to buy goods or services, weekly or daily
  • Young professionals – 20 to 39 year olds who are in full- or part-time employment and in white- or pink-collar roles 
  • Homeowners – people who either have a mortgage or own a home outright
  • Parents – people with 1 or more children under the age of 18

SLIDE 13 - Final points

We would always recommend that you do each test with at least 10 users. This is to ensure that you get properly varied feedback with no chance of skewed results due to small test samples. 

A final note about devices - we recommend ensuring that your test is rewritten for the different devices of desktop, smartphone or tablet, rather than duplicating it. This is because customers have different experiences of websites on different devices so it’s worth trying to reflect this. 

That’s it! Enjoy picking your users 

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