Methodologies Utilized: Online bulletin board/focus group Social media recruitment Usability/UI/UE Quantitative Unique methods/custom user-friendly market research™ CASE STUDY CheckPoint Usability
user-friendly market researchProject Background A luxury car company was timing anexpansive (and expensive) website re-launchwith a well-placed Super Bowl advertisement.The intent of the ad was to drive people to thenew site, so naturally this automaker wantedto make sure the fresh look would be useable by the target demographic.
user-friendly market research Client ObjectivesConfident in the quality of the ad, the client wanted to confirm that two distinct Super Bowl audiences would connect with thewebsite and the brand. It was important thatthe older demographic (likely to purchase thecar) be able to easily navigate the redesigned website. It was equally important that thewebsite also appeal to the younger audience; the client’s new target demographic.
user-friendly market research The Challenge While the project objectives weren’t toodifficult, the project timeline did present a bitof a challenge. The Super Bowl takes place ona Sunday, and the client requested the studyon the Monday before. That meant that weneeded to be ready to perform live Customer Usability Testing by Wednesday in order to deliver the report and recommendations in time for the big game.
user-friendly market research Our ApproachThe logistical simplicity of our CheckPoint usabilityprocess allowed us to guarantee the client a quickand easy turnaround. We knew the system would be able to give us a sense of what both target audiences were looking for, and that our prescriptive report would allow the client to quickly act on our recommendations.
user-friendly market research The OutcomeNot only were we able to pick up on a few minornon sequiturs and organizational issues within the website, but also catch a major oversight bothtarget audiences were looking for: PRICE. In orderto access the cost of a new car, users, both young and old, had to link out of the automaker’s website to that of a local dealership. Thisessentially undermined the experience the client was investing so much to provide.
user-friendly market research The UpsideAfter just four Customer Usability Tests, the clientleft the facility to immediately fix this potentiallycostly flaw. The CheckPoint usability process itselfprovided the necessary information to make the Super Bowl ad spend worthwhile for the client.Timely research also enabled the client to go into game day confident that both target audienceswould connect with the website, and importantly, the brand.
user-friendly market research Thank You!Contact us with questions or to request a proposal 212.660.0110 firstname.lastname@example.org www.goodmind.net Follow us on Twitter: @goodmindMR