Note: This originally appeared as a NextStage Evolution Case Study
A F500 company engaged Columbia, South Carolina based MarketSearch Corporation to conduct a usability analysis of its website. The study focused on employment and investor relations and compared the company’s site to two other corporate sites.
The standard usability paradigm, while well known and understood, doesn’t necessarily provide the most accurate results. According to Eric Drouart, Former VP, International Operations, Bristol-Myers Squibb:
Marketing research methodologies that rely on questionnaires and standard surveys are inherently loaded with biases and errors related to the sampling frame, the survey instruments, the interviewers and the fact that the respondents know that they are being evaluated. NextStage is truly a non-biasing research tool with a lot of validity and reliability because it is based on non-conscious responses to information. This methodology offers a lot of advantages over traditional methods to evaluate the appeal and the benefits of a web site.
Charles Wentworth, who directed the study for MarketSearch, appreciated the possibility of unintentional biasing and wanted a tool which would allow him to perform a separate analysis of the study participants. Specifically, Wentworth wanted a tool which would allow him to focus a separate non-intrusive “lens” on the participants while they were engaged in the study to determine if the knowledge of their participation was affecting the results.
Wentworth engaged NextStage to evaluate media content with its Evolution TechnologyTM and provide real-time usability measurements. By using NextStage’s Evolution TechnologyTM [[(what’s now broken out into several tools; Sentiment Analysis, OnSite, Age Persuader, Gender Persuader Tools and NextStage’s BlueSky Meter)]] side-by-side with traditional analysis methods, Wentworth was able to determine correlations between the two methodologies as well as perform exhaustive research in a minimal time frame. These tools allowed Wentworth to determine the client’s branding effectiveness vs branding effectiveness of other corporate sites.
Wentworth developed the research paradigm and solicited participants. Preparing the materials for NextStage’s analysis took no more than an hour’s time and involved nothing more than providing NextStage with some webpage pointers and editing a few web files.
Study participants were questioned and observed by Wentworth as well as by NextStage’s tools, the latter providing an impartial, electronic observer to both the participants’ interactions with the websites and with Wentworth as an inquisitor.
NextStage’s Evolution Technology allowed us to assess a host of usage issues that just can’t be measured using conventional testing approaches. It gave us an opportunity to go a lot deeper, and the result was something much more valuable to our client than a typical study would have been. The correlation between what we saw during the interviews and what NextStage’s technology picked up behind the scenes was startling, and we know much more, now, about website visitor behaviors, demographics and psychological factors than we would have.
We’re eager to use it again in future studies and see just how far we can push it. We see a lot more potential than what we originally expected from it.
NextStage’s Evolution TechnologyTM suggested ways to increase brand awareness which resulted in a measurable 35% increase in the client’s brand effectiveness. NextStage was able to make suggestions which increased the study group participant’s subjective ease of navigation (“usability”) greatly, which also contributed to brand effectiveness.