Methodologies Utilized: Online bulletin board/focus group Social media recruitment Usability/UI/UE Quantitative Unique methods/custom user-friendly market research™ CASE STUDY Hard to Reach Demos
user-friendly market researchProject Background Telecommunications Relay Service is anoperator service that allows people who are deaf, hard-of-hearing, speech-disabled, anddeafblind to place calls to standard telephone users. A major telephone service provider requested a research project to determine general user attitudes and perceptions ofvarious Relay Service providers and products.
user-friendly market research Client Objectives This client also wanted to understand whatother influences and factors play into provider choice, while ultimately uncovering the keycomponents and desirable features of wirelessrelay devices. Ultimately, the client wanted towalk away from the study knowing what they needed to do to develop a useful service for the target market.
user-friendly market research The Challenge The target market for the proposed study was quite specific, and it was critical that we were able to not only recruit participants from the deaf/hard-of-hearing community, but also identify “super respondents” who would be able to provide the client with valuable insight into Relay Services.We basically needed to find 24 deaf or hard-of- hearing people who were passionate about placing calls to standard telephone users.
user-friendly market research Our Approach By tapping into the self-identified communitiesthat exist online, we discovered a blog dedicatedto the discussion of deaf issues as they relate totechnology and communication. We found that people didn’t just read this blog but activelyparticipated in discussing a topic they considered important.
user-friendly market research The OutcomeOur experience in leveraging social networks, and our own personal relationships within the blogging community allowed us to pull off thisrecruit. We used the blogosphere for what it is; a hub for topic-based discussion, and a tool for screening “super respondents”. Thus, we wereable to not only meet but exceed the quota of 24 participants with a vested interest in Relay Services and devices.
user-friendly market research The UpsideIf it hadn’t been for the blogosphere, our client never would have gained the valuable insight from customers it needed to develop a usefulservice. We didn’t know exactly where to find deaf or hard-of-hearing Relay users when westarted the project, but we had a great sense of how to find them.
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