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RECENT WORK
: : campaign to counteract negative public opinion surrounding
a controversial health supplement ingredient |
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Market Research
Active Market Research Projects
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Our
research and analyses are designed to help organizations
understand audiences and how to be more relevant in people's lives. Research. We design and conduct research to understand audience attitudes, interests and behaviors; to identify which services, information and products they most actively seek and precisely how they go about finding them; We gauge reactions to, and acceptance of, new concepts and user interfaces. Analysis. We also provide expert analysis of existing information and data sources to distill insights that can guide communication strategies and business decisions. For example we untangle and interpret the new abundance of visitor data available from web servers, overlaying this statistical information with qualitative human experiences to make sense of what people are doing and to extract usable information. Specific research / analysis activities include: Qualitative :: Live and remote interviewing :: Focus groups :: interface user testing (auto-reporting & anthropology-style passive observation) Quantitative :: Surveying (remote & live methods) :: Mapping of online search behavior trends :: Web server data analysis & interpretation Recent research / analysis engagements: :: Qualitative and quantitative market study for one of the largest U.S. public health information portals designed to identify what information is being sought by key audience segments and how they go about looking for it; Included interviews with key audience members and automated online surveying and analysis :: Quantitative study of online search behaviors and frequencies related to a controversial dietary ingredient, its impact on diabetes and its potential side effects; the resultant mapping of online behaviors — key search themes and their relative frequencies — was used to guide content development and placement, and aggressive search positioning to balance public understanding :: Multiple language and multicultural audience testing of a prototype web interface and information architecture being developed to facilitate online specification of custom tailored apparel; Combination of qualitative and quantitative research techniques including remote surveying, live interviewing and passive live observation provided a matrix of insights used to guide development of content and web user interface |
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