Research Topics:

Consumer Research | CX/UX-Customer/User Experience | Product Development Research

Content Type:

Glossary

Card Sort Definition

A technique to understand how respondents group information by having users group various pieces of information into categories (originally done using index cards). This technique is often used in usability studies (for example Web design) to help designers understand how users intuitively categorize information.

Card sort is a qualitative research technique used to understand how people categorize and prioritize information or concepts. Research participants are presented with a set of cards, each containing a piece of information or a concept. They are asked to group and label the cards in a way that makes sense to them. The card sort helps reveal how a target audience thinks, which enables businesses to create marketing materials and products that resonate with the audience. It uncovers patterns and insights that quantitative data might miss, thus providing a deeper understanding of customer preferences.

Who relies on cart sorts?

The card sort is valued by marketing researchers, product designers and user experience professionals seeking to improve the organization of their products, websites or marketing materials.

Why should I care about card sorts?

The card sort offers a direct window into a target audience's thought processes. Companies can tailor marketing strategies, product offerings and content to align with their mental models by understanding how people naturally group and prioritize information. This can lead to more effective communication, better user experiences and higher engagement.