Think Aloud Method: how we structure it in our research processes

Among the techniques we use at Torresburriel Estudio to understand user experience, the Think Aloud method is one of our essentials. It allows us to hear in real time how people reason when interacting with a digital product — what expectations they have, what doubts arise, and how they interpret each element of the interface.

Photo by Kelly Sikkema on Unsplash.

However, for this technique to truly work, it’s important to structure the entire process properly. In this article, we’ll share how we organize our Think Aloud sessions — from preparation to final analysis.

What is the Think Aloud method?

The Think Aloud method involves asking users to speak out loud as they perform tasks within a digital product (whether it’s a website, app, or prototype). This way, we’re not only observing whether they complete the task, but also gaining insight into their thought process, expectations, and any friction they encounter.

What makes this technique especially valuable is that it yields both qualitative information (what users say, feel, or express) and quantitative data (such as timing, success rates, and behavior patterns).

How do we structure the Think Aloud process?

At Torresburriel Estudio, we follow a practical structure that we’ve refined over time. We divide the process into five key phases:

1. Immersion — understanding the context
2. Definition — preparing the session
3. Planning — organizing logistics
4. Execution — conducting the test
5. Analysis — turning findings into actions

Let’s explore each phase in more detail.

Phase 1: Immersion — Understanding the context

Before planning the test, we make sure we have all the necessary background information about the product and the project. Some of the questions we ask at this stage:

• What features does the product offer?
• What assumptions do we have about how it’s used?
• Why do we believe this test will provide valuable information?
• What hypotheses do we want to validate?

We also define clearly what product we will test (website, app, prototype), what part or flow will be evaluated, and why. It could be a complete funnel, a specific stage (such as onboarding), or a user flow we want to optimize.

This step helps align the team and ensures we all start from the same place.

Phase 2: Definition — Preparing the session

In this phase, we define all the elements that structure the test:

• Clear objectives: what we want to learn or validate
• User profile: who we’ll invite (current users, potential users, or both)
• Sample size: how many users we need
• Tasks and scenarios: what participants will do and in what context
• Session script: how we’ll introduce the session, the instructions we’ll give, and how the Think Aloud process will be framed

We always aim to make the tasks as realistic and natural as possible so they reflect typical usage scenarios. We also use a screener, a short questionnaire, to ensure participants match the desired profile.

Phase 3: Planning — Organizing logistics

Once the session is defined, we plan all logistical aspects:

• Recruitment schedule: keep in mind that this can take time
• Session calendar: when and how sessions will be conducted
• Materials and tools: recordings, consent forms, documentation for analysis
• Participant recruitment, adjusting dates and formats based on the user profile

We recommend always having a plan B in case a participant cancels or drops out.

We also define the ideal session frequency. Based on our experience, three sessions per day is a good maximum — this leaves time to take notes, avoid fatigue, and stay focused.

Finally, we plan the session structure, including estimated time for each segment.

Phase 4: Execution — Conducting the test

During the session:

• We ask users to speak out loud as they complete the tasks
• We listen with an open mindset, avoiding any influence on their behavior
• We remind them there are no right or wrong answers and that we’re evaluating the platform, not them

Some tips we apply:

• Run a pilot test to measure timing and flow
• Ask general, neutral questions
• Pay attention to non-verbal cues
• Avoid opinions, leading questions, and instead use open-ended prompts

The key is to encourage participants to express themselves naturally, as if thinking out loud to themselves.

Phase 5: Analysis — Turning findings into action

After the sessions, we analyze the collected information:

• We review recordings and notes
• We identify common patterns, friction points, and doubts expressed by users
• We create a clear, actionable report that ties the findings back to the initial hypotheses and offers useful recommendations for the design team

Why is Think Aloud a strong method for validating hypotheses?

The Think Aloud method is particularly powerful for hypothesis validation because it provides both qualitative and quantitative insights:

• It helps us understand why users behave a certain way
• It shows whether the design supports or contradicts our hypotheses
• It provides context to usability data, enabling well-founded decisions

Think Aloud is a simple yet powerful tool in UX research. When well structured, it gives us insights that go far beyond clicks or percentages.

This is a translation of the following article from our corporate website:

Método Think Aloud: cómo lo estructuramos en nuestros procesos de research | Torresburriel Estudio