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The main value we get from tree-test participants is the data we collect as they try to complete the tasks we’ve set. That helps us see where our trees are succeeding and failing, and how we can improve them.
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In any case, it’s important that their feedback is collected, cleaned up, and forwarded to the right people in the organization. Typically this involves:
Copying the feedback from the online tool to an editable medium (such as a spreadsheet)
Deleting obvious garbage responses such as “nothing I can think of” and phrases that don’t have any clear meaning
Deleting anything that identifies a participant (unless they explicitly ask to be contacted about their feedback)
Grouping or tagging the responses according to an appropriate scheme (e.g. positive vs. negative comments, buying vs. billing vs. support, etc.)
Sending the various items to the right people in the organization (e.g. billing responses to the Billing department, support questions to Support, etc.), and asking them to reply directly to the participant where requested.
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Next: Chapter 13 - key points