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How Quick Are We to Judge? A Case
Study of Trust and Web Site Design




               Bill Albert, Ph.D.
               Executive Director, Design and Usability Center
               Bentley University
               June 6, 2012



                            walbert@bentley.edu
                            781.891.2500 | www.bentley.edu/usability
Agenda

• Background

• Trust and web design

• Pre-attentive processing

• Our research

• What it means for you

• Discussion




                             2
Background
About Me
• I love the science behind the user experience
• I am data driven!
• I create connections between research and practice




                                                       4
Bentley DUC
• Established in 1999
• Independent center within the
  Human Factors in Information
  Design graduate program at
  Bentley’s McCallum School of
  Business
• Dual mission to support the
  university and provide an
  education experience to
  graduate students
• Solutions delivered for over
  200 clients


                                  5
Motivation



 Trust is the foundation of the user experience


             Trust is not always conscious




                                                  6
Trust and Web Design
Do you trust this person?




                           Trustworthiness in motion




http://www.princeton.edu/main/news/archive/S21/79/44O45/


                                                           8
Do you trust these websites?




                               9
What about these sites?




                          10
What does trust with technology look like?

• The system must act in a reliable and predictable way

• The system must be transparent about intentions and
  goals

• The system must not take advantage of the user

• The system must be truthful – delivering promises

• There must be an element of risk on behalf of the user




                                                           11
10 design elements that impact trust
1. Content
    •   Tone
    •   Relevance
    •   Timeliness
    •   Typos
    •   Clarity

2. Consistency
    • Visual
    • Interaction
      (navigation and
      forms)
3. Color

4. Layout
    • Information density     www.georgehutchins.com
    • White space
                                                       12
10 design elements that impact trust

5. Design elements
   • Buttons/links/call to
     action
   • Images
   • Visual treatment

6. Changing behavior
  • Default selections
  • Visual prominence

7. Ads
    • Type (especially
      animated)                   www.lingscars.com
    • Location
    • Content


                                                      13
10 design elements that impact trust


8. Contact information
  • Clarity
  • Ease of use
  • Comprehensiveness

9. Community
  • Photos
  • Testimonials
  • Affiliations

10. Logo / Brand /
Company

                               www.bostonbizlab.com


                                                      14
Work by BJ Fogg




     perceived           perceived          perceived
  trustworthiness        expertise          credibility



                    Presumed credibility
                     Reputed credibility
                      Surface credibility
                       Earned credibility



                                                          15
Questions about trust and design

 • When do we begin to form opinions about trust?

 • How dynamic is trust?

 • Are their “design primitives” that impact trust?




                                                      16
Pre-Attentive Processing
What is pre-attentive processing?

 • Precedes “focused attention”
 • “Effortless” or “automatic”
 • < 200ms
 • Basic features that are processed pre-attentively include:
   colors, closure, contrast, size, flicker, orientation
 • Judgments about faces such as attractiveness,
   trustworthiness, and sexual orientation (men)




                                                                18
Lindgaard et al (2006)




                         19
Lindgaard et al (2006)

• In Experiment 1 participants judged attractiveness of 100 web
  pages at 500ms in two phases – very highly correlated

• Experiment 2 focused on 50 of the most/least visually
  appealing pages, and included other dimensions of visual
  attractiveness – same results as Experiment 1

• In Experiment 3 there were two group who judged 40 pages
  at either 50ms or 500ms – both groups were consistent in
  their judgment of visual appeal

• They conclude that people form reliable opinions about visual
  appeal after only a brief exposure

 Lindgaard, Fernandez, Dudek & Brown (2006). Attention web designers: You have 50ms to make
 a good first impression! Behavior & Information Technology, 25(2), 115-126.

                                                                                              20
Our Research
Experiment 1

• Based on HFES paper with Dr. Bill Gribbons

• Does trust form on a pre-attentive level?

• A total of 72 participants took part in the study
   • Recruited through the uTest panel, compensated $10
   • Reside in US, UK, Canada, India, and The Netherlands
   • 8 participants were removed due to satisficing behavior

• 50 home page screenshots (25 financial, 25 healthcare)

• Within-subjects design
   • Each participant rated trust on the same screenshot in two trials
   • Screenshots presented randomly in each trial


                                                                         22
Experiment 1 Procedure




                                        Trust
                            Blank                    Blank
Screenshot     Mask                  Assessment
                           Screen                   Screen
  (50 ms)    (150 ms)                 (Up to 10
                         (1000 ms)                (1000 ms)
                                      seconds)




                                                              23
Experiment 1 Results


• Significant correlation between the average trust assessments in
  trials 1 and 2 (r = 0.81, p < .001)

                            Trust Assesments for all 50 Web Sites by Trial (Expt 1)
                           6.5

                           6.0
           Trial 2 (avg)




                           5.5

                           5.0

                           4.5

                           4.0
                                 4.0     4.5         5.0          5.5       6.0       6.5
                                                      Trial 1 (avg)


                                                                                            24
Experiment 1 Results (contd)

• 48% of participants (31 out of 64) exhibited a significant
  correlation in their trust assessments
                 Significance # of Participants % of Participants
                 p<.01                       21              32.8%
                 p<.05                       10              15.6%
                 p<.10                         5              7.8%
                 p>.10                       28              43.8%

                 Correlation
                 Coefficient   # of Participants % of Participants
                 <.10                         11              17.2%
                 .10 - .19                    13              20.3%
                 .20 - .29                    12              18.8%
                 .30 - .39                    13              20.3%
                 .40 - .49                      4              6.3%
                 .50 - .59                      6              9.4%
                 .60 - .69                      3              4.7%
                 .70 - .79                      1              1.6%
                 .80 - .89                      1              1.6%
                 .90 - 1.0                      0              0.0%
                                                                      25
Experiment 2


 • Concerns about satisficing behavior in Experiment 1
 • Experiment 2 was conducted in a classroom setting
 • Same procedure as Experiment 1
 • Eleven participants
    • Graduate students in the Human Factors & Information
      Design Program at Bentley University




                                                             26
Experiment 2 Results

• Significant                                        Trust Asesments for all 50 Web Sites (Expt 2)

  correlation                            6.5
                                         6.0
  between trust                          5.5




                         Trial 2 (avg)
  assessments in                         5.0

  trials 1 and 2 (r =                    4.5
                                         4.0
  0.76, p<.001)                          3.5
                                         3.0
                                               3.0      3.5     4.0      4.5       5.0    5.5        6.0   6.5

• 64% of participants                                                    Trial 1 (avg)

  (7 out of 11)                            Significance # of Participants            % of Participants
  exhibited a                              p<.01                                   7              63.6%
  significant                              p<.05                                   0               0.0%
  correlation in their                     p<.10                                   1               9.1%
  trust assessments                        p>.10                                   3              27.3%


                                                                                                                 27
Summary of our research


• Individuals are capable of processing trust on a pre-attentive
  level
   • Approximately one-half of participants in Experiment 1 and two-thirds of
     participants in Experiment 2 demonstrated a consistent level of trust
     assessments
   • Significant correlation between trust assessments in the first and second
     trials when averaging across participants

• Preconscious mind may play a larger role in how websites are
  judged than previously believed




                                                                                 28
Next Steps

• What is the relationship between trust assessments on a
  pre-attentive and conscious level? (Stage 2)

• What are the specific design attributes that impact pre-
  attentive trust assessments? (Stage 3)

• What are the effects of trust/distrust primes on subsequent
  cognitive acts? (Stage 4)

• Are there other aspects of the user experience that may be
  developed pre-attentively?




                                                                29
Stages of trust in web design




                         Inspection                            Opinion
  • <200ms                                • > 3 seconds
  • Based on                              • Based on an
    design             • < 3 seconds                        • Based on
                                            interaction       multiple
    primitives         • Based on brief     with specific
    (color, density,     inspection of                        interactions
                                            elements
    layout)              specific                           • Takes into
                         elements                             account the
                                                              entire design
    Exposure                              Interaction




                                                                              30
What It Means For You
Why it matters

• Trust is a key element in web design that impacts short-
  term and long-term behaviors and perceptions
• Trust directly impacts:
   •   Sales
   •   Customer loyalty
   •   Support costs
   •   Session duration
   •   Satisfaction
   •   Ease of use
   •   Efficiency of use




                                                             32
What you should do

• Review designs prior to launch and on a periodic basis
   • Brief exposures “blink tests” to evaluate “pre-attentive” trust
   • Deep dive usability evaluations to identify specific elements
   • Quantitative-based user research to validate the design

• Look at the design as a dialogue with the user




                                                                       33
Wrap up




          Sweat the little things…


          It makes a big difference




                                      34
Questions?



Bill Albert, PhD
Executive Director
Design and Usability Center, Bentley University
walbert@bentley.edu
@UXMetrics | @BentleyDUC
http://usability.bentley.edu

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How Quick Are We to Judge? A Case Study of Trust and Web Site Design

  • 1. How Quick Are We to Judge? A Case Study of Trust and Web Site Design Bill Albert, Ph.D. Executive Director, Design and Usability Center Bentley University June 6, 2012 walbert@bentley.edu 781.891.2500 | www.bentley.edu/usability
  • 2. Agenda • Background • Trust and web design • Pre-attentive processing • Our research • What it means for you • Discussion 2
  • 4. About Me • I love the science behind the user experience • I am data driven! • I create connections between research and practice 4
  • 5. Bentley DUC • Established in 1999 • Independent center within the Human Factors in Information Design graduate program at Bentley’s McCallum School of Business • Dual mission to support the university and provide an education experience to graduate students • Solutions delivered for over 200 clients 5
  • 6. Motivation Trust is the foundation of the user experience Trust is not always conscious 6
  • 7. Trust and Web Design
  • 8. Do you trust this person? Trustworthiness in motion http://www.princeton.edu/main/news/archive/S21/79/44O45/ 8
  • 9. Do you trust these websites? 9
  • 10. What about these sites? 10
  • 11. What does trust with technology look like? • The system must act in a reliable and predictable way • The system must be transparent about intentions and goals • The system must not take advantage of the user • The system must be truthful – delivering promises • There must be an element of risk on behalf of the user 11
  • 12. 10 design elements that impact trust 1. Content • Tone • Relevance • Timeliness • Typos • Clarity 2. Consistency • Visual • Interaction (navigation and forms) 3. Color 4. Layout • Information density www.georgehutchins.com • White space 12
  • 13. 10 design elements that impact trust 5. Design elements • Buttons/links/call to action • Images • Visual treatment 6. Changing behavior • Default selections • Visual prominence 7. Ads • Type (especially animated) www.lingscars.com • Location • Content 13
  • 14. 10 design elements that impact trust 8. Contact information • Clarity • Ease of use • Comprehensiveness 9. Community • Photos • Testimonials • Affiliations 10. Logo / Brand / Company www.bostonbizlab.com 14
  • 15. Work by BJ Fogg perceived perceived perceived trustworthiness expertise credibility Presumed credibility Reputed credibility Surface credibility Earned credibility 15
  • 16. Questions about trust and design • When do we begin to form opinions about trust? • How dynamic is trust? • Are their “design primitives” that impact trust? 16
  • 18. What is pre-attentive processing? • Precedes “focused attention” • “Effortless” or “automatic” • < 200ms • Basic features that are processed pre-attentively include: colors, closure, contrast, size, flicker, orientation • Judgments about faces such as attractiveness, trustworthiness, and sexual orientation (men) 18
  • 19. Lindgaard et al (2006) 19
  • 20. Lindgaard et al (2006) • In Experiment 1 participants judged attractiveness of 100 web pages at 500ms in two phases – very highly correlated • Experiment 2 focused on 50 of the most/least visually appealing pages, and included other dimensions of visual attractiveness – same results as Experiment 1 • In Experiment 3 there were two group who judged 40 pages at either 50ms or 500ms – both groups were consistent in their judgment of visual appeal • They conclude that people form reliable opinions about visual appeal after only a brief exposure Lindgaard, Fernandez, Dudek & Brown (2006). Attention web designers: You have 50ms to make a good first impression! Behavior & Information Technology, 25(2), 115-126. 20
  • 22. Experiment 1 • Based on HFES paper with Dr. Bill Gribbons • Does trust form on a pre-attentive level? • A total of 72 participants took part in the study • Recruited through the uTest panel, compensated $10 • Reside in US, UK, Canada, India, and The Netherlands • 8 participants were removed due to satisficing behavior • 50 home page screenshots (25 financial, 25 healthcare) • Within-subjects design • Each participant rated trust on the same screenshot in two trials • Screenshots presented randomly in each trial 22
  • 23. Experiment 1 Procedure Trust Blank Blank Screenshot Mask Assessment Screen Screen (50 ms) (150 ms) (Up to 10 (1000 ms) (1000 ms) seconds) 23
  • 24. Experiment 1 Results • Significant correlation between the average trust assessments in trials 1 and 2 (r = 0.81, p < .001) Trust Assesments for all 50 Web Sites by Trial (Expt 1) 6.5 6.0 Trial 2 (avg) 5.5 5.0 4.5 4.0 4.0 4.5 5.0 5.5 6.0 6.5 Trial 1 (avg) 24
  • 25. Experiment 1 Results (contd) • 48% of participants (31 out of 64) exhibited a significant correlation in their trust assessments Significance # of Participants % of Participants p<.01 21 32.8% p<.05 10 15.6% p<.10 5 7.8% p>.10 28 43.8% Correlation Coefficient # of Participants % of Participants <.10 11 17.2% .10 - .19 13 20.3% .20 - .29 12 18.8% .30 - .39 13 20.3% .40 - .49 4 6.3% .50 - .59 6 9.4% .60 - .69 3 4.7% .70 - .79 1 1.6% .80 - .89 1 1.6% .90 - 1.0 0 0.0% 25
  • 26. Experiment 2 • Concerns about satisficing behavior in Experiment 1 • Experiment 2 was conducted in a classroom setting • Same procedure as Experiment 1 • Eleven participants • Graduate students in the Human Factors & Information Design Program at Bentley University 26
  • 27. Experiment 2 Results • Significant Trust Asesments for all 50 Web Sites (Expt 2) correlation 6.5 6.0 between trust 5.5 Trial 2 (avg) assessments in 5.0 trials 1 and 2 (r = 4.5 4.0 0.76, p<.001) 3.5 3.0 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 • 64% of participants Trial 1 (avg) (7 out of 11) Significance # of Participants % of Participants exhibited a p<.01 7 63.6% significant p<.05 0 0.0% correlation in their p<.10 1 9.1% trust assessments p>.10 3 27.3% 27
  • 28. Summary of our research • Individuals are capable of processing trust on a pre-attentive level • Approximately one-half of participants in Experiment 1 and two-thirds of participants in Experiment 2 demonstrated a consistent level of trust assessments • Significant correlation between trust assessments in the first and second trials when averaging across participants • Preconscious mind may play a larger role in how websites are judged than previously believed 28
  • 29. Next Steps • What is the relationship between trust assessments on a pre-attentive and conscious level? (Stage 2) • What are the specific design attributes that impact pre- attentive trust assessments? (Stage 3) • What are the effects of trust/distrust primes on subsequent cognitive acts? (Stage 4) • Are there other aspects of the user experience that may be developed pre-attentively? 29
  • 30. Stages of trust in web design Inspection Opinion • <200ms • > 3 seconds • Based on • Based on an design • < 3 seconds • Based on interaction multiple primitives • Based on brief with specific (color, density, inspection of interactions elements layout) specific • Takes into elements account the entire design Exposure Interaction 30
  • 31. What It Means For You
  • 32. Why it matters • Trust is a key element in web design that impacts short- term and long-term behaviors and perceptions • Trust directly impacts: • Sales • Customer loyalty • Support costs • Session duration • Satisfaction • Ease of use • Efficiency of use 32
  • 33. What you should do • Review designs prior to launch and on a periodic basis • Brief exposures “blink tests” to evaluate “pre-attentive” trust • Deep dive usability evaluations to identify specific elements • Quantitative-based user research to validate the design • Look at the design as a dialogue with the user 33
  • 34. Wrap up Sweat the little things… It makes a big difference 34
  • 35. Questions? Bill Albert, PhD Executive Director Design and Usability Center, Bentley University walbert@bentley.edu @UXMetrics | @BentleyDUC http://usability.bentley.edu

Editor's Notes

  1. Mission in briefApply cutting edge user experience research and evaluation services to critical business problems while leveraging exceptional UX thought leadership Teaching hospital Academic edge and distinction: staying on the leading edge of HF/UX science (research, whitepapers, etc.) MIT Media Lab  need to look at what type of “research” the HFID faculty is doing…if any… (What is Bill G’s “vision” for the HFID program, how does he want it to grow, what type of faculty does he plan to bring in, what are his thoughts about the MIT Media Lab?)
  2. Mission in briefApply cutting edge user experience research and evaluation services to critical business problems while leveraging exceptional UX thought leadership Teaching hospital Academic edge and distinction: staying on the leading edge of HF/UX science (research, whitepapers, etc.) MIT Media Lab  need to look at what type of “research” the HFID faculty is doing…if any… (What is Bill G’s “vision” for the HFID program, how does he want it to grow, what type of faculty does he plan to bring in, what are his thoughts about the MIT Media Lab?)
  3. Mission in briefApply cutting edge user experience research and evaluation services to critical business problems while leveraging exceptional UX thought leadership Teaching hospital Academic edge and distinction: staying on the leading edge of HF/UX science (research, whitepapers, etc.) MIT Media Lab  need to look at what type of “research” the HFID faculty is doing…if any… (What is Bill G’s “vision” for the HFID program, how does he want it to grow, what type of faculty does he plan to bring in, what are his thoughts about the MIT Media Lab?)
  4. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  5. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  6. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  7. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  8. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  9. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  10. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  11. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  12. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  13. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  14. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  15. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  16. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  17. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  18. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  19. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  20. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  21. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  22. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  23. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  24. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  25. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  26. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.
  27. Needs revision:Who cares about 2 room vs. 3 room, point is that we have state of the art research and testing capacity that you won’t easily find anywhere else in the Northeast (one to one?) Needs to communicate that we can do all these amazing things (eyetracking, usability testing, group research, hand heldtesting) and our clients get to watch from the background either by coming down to the lab or as we stream the feed out to their desktop can also use this to record/edit any in house research we do (as well as what we do on the road)  need to test this with a pseudo research project…maybe ‘whitepaper’ work that can involve an easy interview/research component? Ask for permission to use the interviews.