How do I interpret the Destinations Analysis in Tree Testing?

This section covers how to use the Destinations analysis to:

• View Destinations per task

View Destinations per task 

• The Destinations analysis contains a comprehensive table of where your respondents landed during each task.
• The rows in the table represent labels in the tree.
• The columns represent tasks. Click a task number in the table header to display the full text of the task.
• The numbers in the table’s cells represent the number of respondents who picked the label in the cell’s row as the answer to the task in the cell’s column.
• Click a cell in the table to display a list of all respondents who reached this destination in the chosen task. To easily manipulate these respondents in the Respondents tab, click Add respondents to selection list.
• By default, the labels that weren’t picked by any respondents as answers to any of the tasks are hidden. Turn off Hide rows with no data to show all labels in the tree.

The cells in the Destinations table are colored based on whether they represent the correct answer or not. Colors yellow, orange, and red give off an increasing signal that something is wrong with your tree.

• Correct answer
• Incorrect answer (less than 10% of responses)
• Incorrect answer (between 10% and 20% of responses)
• Incorrect answer (more than 20% of responses)

Destinations

The destinations with a significant percentage of nominations represent common ways of navigating the tree. They’re marked with the color green for correct destinations and yellow to red for incorrect. The success of individual tasks, as well as the ultimate answers of the respondents, are both summarily viewable and comparable in the table.