Background
Following the launch of its latest product, this leading edge company wished to produce a new Website providing its customers with a variety of exclusive services and products. By offering a genuinely useful site which was not intended to be a selling tool, the company hoped to increase loyalty as well as satisfaction in its customers.
Objectives
The aim of the research was to assess reactions to the concept of the site, as well as the site layout and content. Further, the research aimed to explore whether the audience valued its offer, and to identify specific elements of appeal within the site.
Approach
A series of group discussions was conducted in Britain, Germany and France amongst Internet experts and knowledgeable Internet users. This allowed us to spot regional and national differences in perceptions of the site. Respondents were asked to browse the site live and spontaneously within the groups, and afterwards were taken on a tour of the whole of the site in order to assess the appeal and their understanding of the site at various stages of understanding and familiarity.
Outcome
The concept of the site was very well received overall, with variations in intensity between the three countries. The original description of the site had been determined in the US, and key issues in terms of understanding were identified through this European research. The conclusions were sent to Head Office in the US, after which the site was re-designed, and a new promotional campaign to raise awareness of the site was undertaken.
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Case Studies