Verbal Protocol Analysis

Verbal protocol analysis (VPA) is a qualitative, process-tracing technique whereby participants think aloud while engaging in a task, arriving at a decision, or making a judgment. Verbal protocols are divided into task-relevant sequences, then content coded in an effort to better understand the cognitive processes involved in performing the activity in question (e.g., what information was used, how it was used, and in what order it was used). Although more common in fields such as cognitive science, education, consumer behavior, and human factors psychology, VPA has also proven to be a useful (albeit somewhat rare) tool in job analysis, performance appraisal, and job choice.