Question: Your team has redesigned your company website. Which study will help you analyze whether or not the changes they've made have resulted in an improved customer experience?
- Benchmark study
- Listening labs
- Card sorts
- None of the above
Explanation
A benchmark study measures whether a redesigned experience performs better than the previous version. It compares customer experience metrics against a baseline, such as task success, satisfaction, or completion time. This makes it useful after website changes because it can show whether the redesign improved the experience. In HubSpot’s optimization approach, benchmarking supports evidence-based decisions instead of relying on design opinions.
Why the other options are incorrect
Listening labs is incorrect because they observe user behavior during tasks, but they do not primarily compare performance against a baseline.
Card sorts is incorrect because they help organize content and navigation, not evaluate whether a redesign improved customer experience.
None of the above is incorrect because a benchmark study is the appropriate research method for measuring improvement after changes.
Source for verification
https://academy.hubspot.com/lessons/understanding-customers-generating-insights
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