The Problem:
A major bank was introducing their next generation ATM. One of its new features: both cash and checks were to be deposited directly into the machine, without use of an envelope, as had been done previously. Would customers understand how to use the ATM and accept this methodology?

The Research Design:
The new-design ATM, loaded with the proposed new instruction
screens, was brought into a research facility. Individual interviews
were conducted among high/average/light frequency ATM users.
Each person was given a set of tasks to perform using the ATM that would simulate alternate cash and check deposit scenarios. A proprietary camera design enabled client viewers to see the respondent’s facial expression simultaneously with the ATM screen and keypad area as they attempted to complete the task.

The Outcome:
This research design enabled a better understanding of stumbling blocks in the process and elements that needed to be changed. Prior to the introduction of the new ATM, on-screen descriptions were tweaked and point-of-use stickers were created to clarify use of the ATM.

The Problem:
In today’s global economy, the US market is attractive to many international firms. But research in the US is needed to help inform product design and positioning. Often it goes deeper than that: companies need to better understand the culture of the US consumer.

The Research Design:
A multi-faceted approach was used to help a gaming manufacturer understand their target audience in the US. Frequent gamers were recruited for focus groups to discuss their gaming behavior. As a follow-up to these sessions, ethnographies were scheduled among individuals selected from each group. These subsequent interviews helped provide greater depth and insight into the situations and nuances of game play.

The Outcome:
Seeing the actual lifestyle and play space of target customers was enlightening to the Client team. Touring stores with the team also provided important market insights that were used in product development and positioning efforts that were ultimately followed up with quantitative testing.

The Problem:
An established cold remedy wanted to extend their line to a new target: children, but had no experience communicating to parents and needed help crafting the best language to communicate product benefits to this group.

The Research Design:
Moms of children experiencing the cold symptom were asked to use the product with their child for one week. During that time they were asked to complete a journal of observations in use, benefits, and drawbacks, culminating with a summary of overall impressions. The completed diaries were mined for language to use in positioning, packaging and copy development. A select number of moms were also invited to follow-up focus groups, in cohorts based on their overall impressions (positive vs. negative) to explore impressions in greater depth as well as concepts and packaging designs based on their earlier input.

The Outcome:
The product and packaging were optimized for introduction to the market.

The Problem:
“It’s not creative unless it sells.” That was the motto of a famous advertising agency. While advertising campaigns may be driven by a finely-crafted creative brief and are reviewed and tweaked by everyone at both the agency and client, today’s production and media costs suggest one additional measure of prudence before committing these funds: checking in with the consumer to insure the advertising is communicating as intended.

The Research Design:
On countless occasions we have used quick-turnaround small-group or one-on-on interviews to help agencies and their clients make meaningful refinements to their work by checking in with their target customer who sees it with a fresh set of eyes. Elements of confusion or miscommunication are identified and clarifications explored.

The Outcome:
Advertising dollars are used far more effectively and confidently. Input can be used for further advertising development. Market results will not need to be read with any question about advertising communication.