Meh, Marmite, Ick & Wow: Using paired feedback scales for liking and disliking
Gordon Rugg, Amy Martin, Maria Brasoveanu · Electronic workshops in computing · 2022
Iterative mockup prototyping is a widely used way of tackling the problem of requirements change during product development. This is usually combined with use of Likert-style scales for quantitative feedback on each iteration. However, there are inherent limitations in the explanatory power of Likert-style scales running from negative to positive values (e.g. “strongly dislike“ to “strongly like”). In this article, we describe the use of paired Likert-style scales each anchored with a zero value at one pole, with one scale measuring amount of disliking, and the other scale measuring amount of liking. This approach, when combined with a two-axis plot of the values, gives new insights into the nature of users’ responses to the mockup being evaluated. The same approach can be used for feedback on existing products and services, both in HCI design and in other fields.