The Value of Thinking-Aloud Protocols in Industry: A Case Study at Microsoft Corporation

Abstract

Thinking-aloud protocols traditionally have been used by academic researchers as a qualitative data collection method. This method is currently gaining acceptance in industry usability testing. The Usability Group at Microsoft has adopted the thinking-aloud protocol as a primary method for obtaining data from users. We have found the method valuable not only because it is valid for gathering qualitative data, but also because it is responsive to the constraints we face and the organizational culture we work within. The issue of validity has been discussed in detail by researchers such as Deffner & Rhenius and Ericcson & Simon. Our case study further pursues the validity of thinking-aloud protocols and also discusses how this method allows the researcher to work within industry constraints and incorporate changes into the product within a small time frame. Finally, our case study demonstrates how thinking-aloud protocols fit in well with Microsoft corporate culture where understandable and persuasive results are needed. This case study will have particular relevance for usability practitioners in industry.