Usability Research
Usability (UX) has been a growing part of our business. SRP focuses on trying to understand reaction as people are using or purchasing the product. The research is typically used to identify potential problems and to fine-tune the product prior to full launch.
The tests might range from testing out new Apps or to observing respondents as they evaluate purchase options or giving them some time to utilize the product before following up with an in-depth interview.
Consumer Case: Shopping Intercepts of Lottery Clerks and Players
Business Issue
A State Lottery Group, sought research to assess consumer awareness and reactions to a new product/game as a strategic option to responsibly grow player base.
Interests included shopping patterns, the recognition/influence of promotional material in different points of the retail environment, as well as player interaction with the game ticket cues.
Solutions
SRP conducted clerk and player intercepts at 12 Speedway locations, including collecting ethnographic insights about Lottery player game behavior.
Results
The biggest barrier to consumer trial of the new game was a lack of awareness of the offering caused by limited pump advertising and a display fighting for attention.
Once consumers had some familiarity with the game there was interest due to the benefits offered.
Consumer Case: Observation & Intercept for C-Store Diagnostics
Business Issue
A leading gas station with C-store was seeking insights to optimize traffic into the C-store and sales of selected product lines within.
Solutions
Interviewers were placed at representative stores in several markets to observe shopping behavior at key sectors of the location. After observation, consumers were intercepted at the pump and at stores and interviewed.
Results
Consumer input identified multiple issues related to signage, both outside and inside stores.
Improvements to displays were identified and recommended as well as recommendations about pump signage and billboards.
Consumer Case: Ethnography & Shopping Intercept for Retail improvements
Business Issue
A major manufacturer of cheeses was searching for ideas to stimulate purchase of cheese category products at a particular retailer.
Solutions
Shoppers were shadowed during the visit to the stores. In addition to observing shopping behavior in the category, after leaving the target aisle, they were were probed about their category and other shopping behavior.
Results
Insight/barriers were identified for the category. Implications were provided on what modifications should be considered for the cheese cases in the store to make them more inviting for shoppers.
Consumer Case: Dental Self-Care In-Home Use Product
Business Issue
A company is seeking to launch improved versions of a consumer dental self-care product.
Two versions are under consideration. Research is sought to determine how it is perceived and identify areas for improvement.
Solutions
An in-home use test was conducted in which each of the respondents tested the two enhanced versions and the current product (which served as a control). Each product was used for three days and then a survey was completed for that product. The order for testing products was rotated across respondents. Respondents were not told which product is the current version.
Results
The research identified that one enhancement had the highest acceptance of the three tested products. This version was not only strong among current brand users but also had higher acceptance among users of competitive brands.
B2B Case: New Software Package for Truckers
Business Issue
A producer of truck navigational & monitoring systems was seeking feedback on specifics of its program, and to identify areas to fine-tune.
Solutions
In-Depth virtual interviews were conducted with respondents in which they simulated the usage experience and were given a set of tasks to do in order to assess the full ease of use.
Results
The research provided direction on areas to fine-tune with the tutorials, home page and areas to focus on developing further prior to launch. It also articulated some wish-list features to include in the next version release.
