The
savvy marketer knows that a strategic customer insight research program
must precede any development work undertaken by information architects,
software integration engineers, and creative designers. Three key
precepts guide the quest for customer/user knowledge:
- Understanding the expectations of key target segments
- Integrated brand attributes with intuitive navigation
- Always test, measure, and evolve
And, it's not always about the customer's
mind. It's also about testing the emotional response
to site experience. Not only do we utilize traditional
usability research techniques, but we also use proprietary
methodologies, in coordination with partners, including
concept mapping, Internet groups, behavioral tracking,
and gap analysis. Insights gleaned from usability testing
then inform advertising creative and web navigation. |
