Methods and Tools
- Core
- In-person focus groups
- Online Focus Groups: Text-Based or Webcam
- Online bulletin board discussions
- In-depth interviews: in person and phone
- In-home interviews
- Group ideation and brainstorming
- Is our site easy to navigate? Where do users get confused or stuck?
- Mobile usability labs
- Are our print and video executions visually engaging?
- Mobile eye-tracking labs
- Can we quickly gather feedback on design prototypes?
- Interactive markup tool
- What are our core customers thinking about us right now?
- Customized online communities
- Can we cost-effectively talk to consumers in their home environment?
- Video diaries
- Can we easily add qualitative insight to our online survey?
- Embedded chat sessions
- Can we delve beneath surface answers and truly assess our image?
- Projective exercises
- How can we make sure our page and interface designs are effective?
- Media content evaluation and feedback
- Core
- Online surveys
- Telephone surveys
- Mobile surveys: live and online
- Intercepts: online and in-person
- Advanced designs (choice, MaxDiff)
- Mixed methods
- What segments exist in our market? How can we reach them?
- Advanced segmentation analysis
- How do we move toward a preferred brand image?
- Brand assessment, development, tracking
- What product configuration and pricing will maximize interest?
- Product design tradeoff research
- What strategies and tactics will boost customer satisfaction?
- Customer satisfaction measurement
- How do we keep customers from defecting?
- Loyalty program development, assessment
- What return can we expect if we enter into a partnership?
- Event/sponsorship ROI analysis
- What emerging consumer trends do we need to address?
- Ongoing tracking studies
- What site design elements will maximize click-through and purchase?
- Site optimization testing
