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Usability Testing
Multinational technology corporation conducts usability study to validate site redesign
Challenge
A multinational technology corporation wanted to ensure that its new site appealed to a particular market segment. In particular, they wanted to determine whether the application download process on the site worked seamlessly—a process critical to creating a positive brand experience.
Results
RelevantView constructed an online survey for testing customer expectations. Respondents were asked about their expectations as they clicked through the downloading process on the corporate site. The same process was conducted at the sites of primary competitors.
Leading electronics company gathers actionable information for strategic marketing decisions
Challenge
Royal Philips Electronics, one of the world’s largest electronics
companies, based in over 60 countries, wanted to determine if their
web sites met the needs of their customers and the
online experience aligned with the Philips brand.
Process
RelevantView, along with a key research partner, quantified and analyzed the usability experience of Philips’ site visitors within the context of their user profile and usage behavior. The project was conducted in multiple languages.
Both behavioral and attitudinal metrics were measured. Behavioral data gathered included: time to complete task, number of pages viewed, route taken to achieve task, task success rate and abandon rates. Attitudinal metrics measured included: ability to complete task from homepage, ease of navigating around site to find required information, ease of understanding language, confidence in ability to act on information gained, overall ease of completing a task, and overall satisfaction and likelihood to return to site and recommend site.
Results
Highly actionable information was gathered to shape decisions on multiple sites regarding architectures, designs and content, by understanding the behavior and opinions of actual site users.
Major medical device company creates optimal online consumer experience
Challenge
A major medical device company wanted to launch a new web site focused on two key products. The client wanted to make sure that the new web site met the needs of both patients and caregivers.
Process
RelevantView, along with a key research partner, proposed a pre-launch prototype evaluation and a post-launch evaluation of the live site.
Consumers were asked to interact with the site while taking the online survey. Users completed several tasks on the site and answered both quantitative and qualitative questions about ease of use, site navigation and overall user experience. Behavioral data gathered included: time to complete task, number of pages viewed, route taken to achieve task, and task success rate. Attitudinal metrics measured included: ability to complete tasks, ability to find required information, and overall ease of completing a task/overall satisfaction.
Results
The proposed Benchmarking Program enabled the client to develop an optimal online consumer experience prior to launch and to measure the effectiveness of the site over time along critical factors.
Copy Testing
A leading financial services company evaluates emotions evoked by copy in advertising alternatives
Challenge
A leading financial services company wanted to test advertising copy for a new service. The objective of the study was to gauge initial consumer reaction to print ads.
Process
RelevantView was able to acquire a large and robust sample of online respondents from one of its partner panel providers. Respondents were asked to click on words or phrases that they liked. Subsequently, they were asked to click on words or phrases that they disliked. The company was then able to determine the copy that would appeal to the most consumers.
Results
By identifying the positive and negative elements of the ads, the financial services company had a very clear idea of the initial reaction of their consumer base to the proposed print ads. They were able to fine tune the copy incorporating elements and words of particular appeal to the target audience.
Concept Testing
Fortune 10 company pre-tests print ads to influence purchase behavior
Challenge
A Fortune 10 company wanted to test three print ads for lightbulbs. The objective was to understand which elements within the ad appealed the most and least to consumers and ultimately which one would influence purchase.
Process
RelevantView programmed each one of the print ad pages so that each feature within the ad was clickable by respondents. Respondents were asked to click on elements within the advertisement that they liked the most and subsequently the elements that they liked the least.
RelevantView’s ActiveSandbox technology was able to track how consumers reacted to the print ads as they clicked on each element. In the end, respondents were asked to select one of the three ads that would most influence them to purchase the lightbulb.
Results
The consumer packaged goods company was able to modify the advertising to make it more appealing to its target audience, using attributes that aligned with the market’s needs and values.
Ad Testing
Major CPG company gathers immediate consumer reaction to advertising concepts in less than one day
Challenge
Norelco Consumer Products Company, a division of Philips Electronics North America Corporation, is a leading manufacturer of men's personal grooming products. Norelco needed to quickly test consumer reaction to a variety of interactive flash advertising concepts for Norelco shavers and Sonicare® electric toothbrushes.
Results
RelevantView partnered with Modem Media to design the survey. A variety of interactive flash ads to be run on AOL were tested and the survey was completed with immediate actionable results in less than one day.
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Approach
Case Studies