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Case Study #1 - Understanding Less Engaged Consumers
Background:
A popular video sharing platform wanted to attract more users. Specifically, they needed to
understand the user experience obstacles of people over the age of 25 and previous (“churned”) users who had
stopped frequenting the platform. Additionally, the platform wanted to explore the perceptions of their app
against perceptions of other similar apps available in the market.
Approach:
Research America executed a three-phased approach using both qualitative and quantitative
methodologies:
Results:
This research was completed sequentially, so that each phase of the research informed the subsequent phases.
The combination of qualitative and quantitative research deepened our client’s understanding about what
obstacles to engagement exist for non-user populations. The insights gained in the research are currently
being used to develop marketing strategies and improve the interface for a better user experience.
Case Study #2 - Aligning Website with Audiences
Background:
A non-profit, community health care system was experiencing shrinking brand equity scores in their annual
tracking research as a result of demographic changes in their community. They wanted to understand their
audiences’ current needs to facilitate a website re-design that would deliver a better user experience.
Approach:
Research America's Mobile UX Lab was utilized to complete specific tasks and observe the user’s natural
exploration (without guidance) of the website
Results:
The resulting persona development enabled us to understand the motivators behind the level of engagement
individuals have with their health and wellness, and their subsequent relationship with the healthcare
network and website. By understanding the established consumers’ minimum expectations for the website, we
were able to uncover game-changing opportunities for the brand and its relationship with the community.
These insights were a strong foundation for defining the role the website should and can play with various
audiences in the community which led to defining a strategy for the re-design.
Case Study #3 - Innovating the Connected Living Room
Background:
Our client wanted to define the future of the connected living room and generate viable product ideas to
develop for market introduction within six months.
Approach:
The research consisted of a series of consumer immersions, followed by an insights-to-innovation workshop.
Online video diaries and in-person at-home interviews documented how people were connecting devices
throughout their home, and particularly within their living room and TV. The resulting consumer videos and
insights inspired a two-day innovation workshop using rapid prototyping and testing ideas in-the-moment with
consumers.
Results:
The research generated more than 50 new product ideas, and three products were selected to present to
leadership, using video from the study to demonstrate potential market interest and value. The client
launched a new product into the market within six months of completing the project.
Regardless of the industry or business problem you are facing, UX research is a valuable tool. By establishing the foundational understanding of users, their motivations, and the market, UX research can help you continually improve and optimize your products.
Contact Research America Today to Learn How We Can Help with Your UX Research Initiative!