Let's be serious: How often did you already think about improving the usability and the user experience of your website? In the end, maybe nothing really changed and your investment was a waste of time and money. That is why you should consider a few crucial things when you plan to conduct usability testing.
Simply said: It does not make sense to improve something if you are not able to measure success. That is why you should document what is happening right now on your website or shop:
Remember when IBM dominated the computing market in such a way that the Justice department filed an antitrust suit? The suit lasted for 13 years, from 1969-1982. That was the time when IT departments not only managed the IT assets of a company, but also provided the data crunching IT services.
Everything changed when Apple and Wintel liberated departments from that dependency. All of a sudden they were able to perform financial modeling, accounting, HR administration, and marketing analysis by themselves, using decentralized IT resources in the form of the PC.
Was that a bad thing? Clearly not for the users of IT, who radically increased both the range of what they could do and the speed of obtaining results.
What about the IT department, did it disappear?...Read more
User feedback is probably one of the most critical, effective and efficient methods for optimizing market research, marketing, and advertising.
Most companies are pretty good at acknowledging, and acting upon the need, to proactively solicit customer feedback.
This traditional type of proactive market research, solicited feedback, is all about asking people to form an opinion or conduct a task, and listen and observe to their answers and actions and reactions as they engage with provided stimuli. In other words, soliciting insights from users and customers.
However, despite the positive feelings we usually associate with the term "proactive", this is not the only valid way to receive feedback.
Unsolicited, “reactive” feedback,...Read more
It is often said that “less is more”, but when it comes to Online Marketing & Advertising Research, “the more the better”.
That said, doing both quantitative and qualitative should be only done with a clear understanding of the strengths and benefits of each.
For example, when doing qualitative exploratory research, the number of respondents beyond a number between 5-10 per study, is not the main factor; far more important is to enable a setting with a minimum of bias (within a participant’s home), and minimum barriers to participation (to ensure you are receiving feedback from your target demographic, rather than limiting yourself to stay-at-homes, students or the unemployed).
If you allow a minimum invasive testing...Read more