RelevantView Capabilities
Recent Projects
Usability Testing
Major entertainment company conducts remote usability testing on a bunch of its sites with a benchmarking survey
Challenge
MTVN has experienced unprecedented growth over the past year. The
explosion of broadband video and the aggressive rollout of the vertical
strategy -- launching dedicated show and game sitelets distinct from
the primary domain -- have fundamentally altered the nature of the
sites and their relationship to users. Additionally, online audience
measurement remains a challenge. Internal site tracking data lacks
key audience composition metrics while syndicated sources fail to
track the full breadth of site offerings.
Process
In response to these realities, RelevantView proposed a site intercept
survey on multiple sites at MTVN that would trend brand perception
and site satisfaction measures, along with behavioral tracking. Using
the intercept methodology, natural site visitors are intercepted as
they enter designated high traffic pages of the site and are asked
a few initial questions. They then continue using the site as planned.
Once visitors are finished using the site as they normally would,
they are asked a series of exit questions about their experience.
The process is seamless – there is no download to interrupt the flow
of site usage.
Results
The tracker establishes a baseline of overall site visitors and performance
to be evaluated over time. It helps MTVN understand the change in
visitor profiles and expectations. Performance measures benchmarked
across each site include satisfaction, ease of use, likelihood to
return and others. Consumer attitudes, needs, brand attributes and
preferences are also evaluated. The analysis correlates demographics
and intent with clickstreams, success on task, satisfaction and call-to-action.
It enables not only segmentation between entry and exit data, but
also an analysis of site behavior. Recommendations include areas for
site improvement and feature enhancements on an ongoing basis.
Multinational technology corporation conducts usability study to validate site redesign
Challenge
A multinational technology corporation wanted to ensure that its new
site appealed to a particular market segment. In particular, they
wanted to determine whether the application download process on the
site worked seamlessly—a process critical to creating a positive brand
experience.
Results
RelevantView constructed an online survey for testing customer expectations.
Respondents were asked about their expectations as they clicked through
the downloading process on the corporate site. The same process was
conducted at the sites of primary competitors.
Leading electronics company gathers actionable information for strategic marketing decisions
Challenge
Royal Philips Electronics, one of the world’s largest electronics
companies, based in over 60 countries, wanted to determine if their
web sites met the needs of their customers and the online experience
aligned with the Philips brand.
Process
RelevantView, along with a key research partner, quantified and analyzed
the usability experience of Philips’ site visitors within the context
of their user profile and usage behavior. The project was conducted
in multiple languages.
Both behavioral and attitudinal metrics were measured. Behavioral data gathered included: time to complete task, number of pages viewed, route taken to achieve task, task success rate and abandon rates. Attitudinal metrics measured included: ability to complete task from homepage, ease of navigating around site to find required information, ease of understanding language, confidence in ability to act on information gained, overall ease of completing a task, and overall satisfaction and likelihood to return to site and recommend site.
Results
Highly actionable information was gathered to shape decisions on multiple
sites regarding architectures, designs and content, by understanding
the behavior and opinions of actual site users.
Major medical device company creates optimal online consumer experience
Challenge
A major medical device company wanted to launch a new web site focused
on two key products. The client wanted to make sure that the new web
site met the needs of both patients and caregivers.
Process
RelevantView, along with a key research partner, proposed a pre-launch
prototype evaluation and a post-launch evaluation of the live site.
Consumers were asked to interact with the site while taking the online
survey. Users completed several tasks on the site and answered both
quantitative and qualitative questions about ease of use, site navigation
and overall user experience. Behavioral data gathered included: time
to complete task, number of pages viewed, route taken to achieve task,
and task success rate. Attitudinal metrics measured included: ability
to complete tasks, ability to find required information, and overall
ease of completing a task/overall satisfaction.
Results
The proposed Benchmarking Program enabled the client to develop an
optimal online consumer experience prior to launch and to measure
the effectiveness of the site over time along critical factors.
A leading financial services company evaluates emotions evoked by copy in advertising alternatives
Challenge
A leading financial services company wanted to test advertising copy
for a new service. The objective of the study was to gauge initial
consumer reaction to print ads.
Process
RelevantView was able to acquire a large and robust sample of online
respondents from one of its partner panel providers. Respondents were
asked to click on words or phrases that they liked. Subsequently,
they were asked to click on words or phrases that they disliked. The
company was then able to determine the copy that would appeal to the
most consumers.
Results
By identifying the positive and negative elements of the ads, the
financial services company had a very clear idea of the initial reaction
of their consumer base to the proposed print ads. They were able to
fine tune the copy incorporating elements and words of particular
appeal to the target audience.
Concept Testing
Fortune 10 company pre-tests print ads to influence purchase behavior
Challenge
A Fortune 10 company wanted to test three print ads for lightbulbs.
The objective was to understand which elements within the ad appealed
the most and least to consumers and ultimately which one would influence
purchase.
RelevantView programmed each one of the print ad pages so that each feature within the ad was clickable by respondents. Respondents were asked to click on elements within the advertisement that they liked the most and subsequently the elements that they liked the least.
RelevantView’s ActiveSandbox technology was able to track how consumers reacted to the print ads as they clicked on each element. In the end, respondents were asked to select one of the three ads that would most influence them to purchase the lightbulb.
Results
The consumer packaged goods company was able to modify the advertising
to make it more appealing to its target audience, using attributes
that aligned with the market’s needs and values.
Major CPG company gathers immediate consumer reaction to advertising concepts in less than one day
Challenge
Norelco Consumer Products Company, a division of Philips Electronics
North America Corporation, is a leading manufacturer of men's personal
grooming products. Norelco needed to quickly test consumer reaction
to a variety of interactive flash advertising concepts for Norelco
shavers and Sonicare® electric toothbrushes.
RelevantView partnered with Modem Media to design the survey. A variety of interactive flash ads to be run on AOL were tested and the survey was completed with immediate actionable results in less than one day.