you are developing your first web-site or a second-generation
site, The Rickinson Group can help you be sure that
it meets your customers' needs and expectations. We use creative
applications of traditional qualitative research techniques,
along with tools taken from the social sciences (ethnographic
observations), to help you understand if your web-site is
compelling, easy to navigate, functional, and communicating
the desired image.
unique research process includes a number of activities, or
phases, which can be customized to your specific situation.
one half to full day session, customized and facilitated by
our experienced moderators, brings together the cross-functional
team within your organization concerned about your web-site's
effective development. Proven ideation and continuous improvement
tools and techniques are employed to identify anticipated
consumer needs and interests.
Pre-Beta Site Qualitative Research
process includes a series of focus groups with target customers
pre-recruited to the specifications of the Action Plan. During
this phase of research, respondents are taken to competitive
web-sites to obtain insights into the strengths and weaknesses
of different sites. Respondents are asked questions about
the "look and feel" of the web-site, the image the
site communicates and desired functionality. This feedback
will serve as input to the development of your Internet strategy
and web-site deployment, providing direction and guidance
in terms of customer interest in specific Internet-enabled
services and content.
Site Qualitative Research
the beta site has been developed, respondents are then recruited to participate
in in-depth interviews. During this phase of research, respondents are closely
observed navigating the beta site. As a result, we are able to identify specific
pages and menus in the web-site that cause confusion or problems, as well as gain
valuable customer insights that improve the site's ease of use and functionality.
Keymar, MD 20850
Phone: 301.845.0750 Fax: 301.845.0751
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