When should I use a five-second test?

The five-second test shows a respondent an image, video, or audio clip for a set time, then hides it and asks what they remember. It answers a first-impression question: when someone encounters this briefly, what sticks.

When to reach for it

Reach for this when you want to measure the impression a piece of media leaves rather than where people click. It tells you whether the main message comes through in a brief exposure. If you want to know whether people can find a specific thing, use the First-click test for a Figma prototype or the Image click test for a static image. If you want to compare two designs, use the Preference test. A five-second test measures what sticks; a click test measures whether people can find something.

Good to know

You set the media, how long it plays or shows, and the questions people answer once it is hidden. A good first question is an open one, like asking what the person remembers. Keep the questions about the impression, since respondents answer from memory rather than with the media in front of them. The duration and questions are set in the editor.