Industries

Our industry expertise and best practices stem from conducting in-depth lab-based and web-based research with clients across multiple industries and verticals. Below is an overview of our expertise and the type of industry specific questions that we address.

Automotive

The automotive industry relies heavily on the web to educate car shoppers throughout the customer decision process, despite the fact that very few cars are purchased online. Car shoppers are active information seekers and rely heavily on the web to inform their decisions, prior to purchase. Whether researching vehicles specs, looking for a dealer, or configuring an ideal car, the online experience is critical for conveying the excellence of your brand, product, and service. Key questions we address for the automotive industry include:

How do customer needs and preferences differ based on their phase of the decision process?
Are you effectively targeting key audience segments?
What content is most relevant / persuasive?
What tools or features are most influential for making a decision?
Which sites provide the most helpful configuration engines, and why?
After experiencing the site, how likely are users to visit a dealer / take a test drive / contact a seller?
What additional information or tools have the highest impact on conversion?

Consumer Products

The consumer products industry relies heavily on consumer research and marketing when launching a new product, or rolling out a new brand strategy. While few manufacturers sell merchandise directly online, the web is increasingly becoming an influential marketing and relationship-building channel. Additionally, the web provides a fast and effective research channel for concept-testing new products, advertising campaigns and messaging. Key questions we address for the consumer products industry include:

What are consumers looking for when they visit your corporate vs. brand site?
What features are likely to influence them to use your products?
How helpful is your product information for answering consumer questions online?
What advertising copy is most effective for a new product roll-out?
Do consumers understand the messaging and value of your new product concept?

Financial Services

The online channel has dramatically changed the way financial institutions do business with consumers. Today, consumers actively manage their financial accounts online, and financial institutions have a great opportunity to increase the value of their online investments while significantly reducing offline support costs. With more flexibility online, however, comes more competition among banks to provide a positive and consistent online experience, while ensuring privacy and security of information. To stay ahead of the competition and to meet the ever changing demands of consumers, it is important for financial institutions to attract, convert and effectively cross-sell services to consumers online. Key questions we address for the financial services industry include:

Can users easily manage their accounts online?
Are you effectively cross-selling services to target segments?
What is the value of a new feature or tool prior to implementation?
Are you providing the right content to prospects to help influence their decision to switch?
Where are users abandoning your site during critical online banking and application processes and how can this be mitigated?

Media & Entertainment

Online media faces unique opportunities and challenges compared to offline media. Consumers have the ability to access the news online any time during the day, and they expect breaking news by the minute. With so many news and information sites available on the web, competition is high not only for viewers but also for advertisers. Media sites have to manage a delicate balance between meeting the needs of advertisers without deterring visitors. At the same time, media sites are challenged to gather more personal information from their visitors in order to provide more targeted content and increase loyalty. Key questions we address for the media and entertainment industries include:

Can users easily find the news and information they desire on your site?
What ad formats/locations strike the balance between being effective and non-invasive?
What content/services would users be willing to register for?
Do users understand the value of registering on your site?
What unique content do users expect from online vs. offline media (e.g., customer reviews, interactives, etc.)?
Is your online brand better than, worse than or consistent with your offline brand?

Pharmaceutical

The Internet has enabled pharmaceutical companies to empower consumers and healthcare professionals with detailed content and tools to make an informed health decision. Today, consumers are more likely to turn to the Web than to consult a doctor when faced with a health concern. Patients not only research their symptoms online, but they also research potential treatments and prescriptions online. The information they discover has a profound impact on the way they perceive pharmaceutical brands and products, and ultimately on their decision. Key questions we address for the pharmaceutical industry include:

How well does your site address patient needs and expectations by segment (e.g. undiagnosed vs. diagnosed)?
Where do users go on the Web when researching symptoms or treatments?
Do they trust the information they read on your site?
What content or tools are most effective for influencing the decision process?
What are the best partnerships for driving awareness, trust and usage of your brand?
Does your site provide the right content to influence patients to visit the doctor and request your treatment by name?

Retail

The retail industry quickly adopted the web as a viable e-commerce channel, and has championed successful companies such as Amazon and eBay. While it is more convenient to shop online, many retailers face challenges on the web in allowing consumers to interact with products prior to purchase or navigate the abundance of products displayed online. Whether or not consumers decide to make a purchase online, it is critical for retailers to ensure their online brand is as strong, if not stronger than their brick-and-mortar brand. A negative experience can have a major impact on customer loyalty - since the competition is just one click away. Key questions we address for the retail industry include:

Can users easily find the products they're looking for on your site?
What are the barriers to completing a purchase online?
Does your site meet the needs of key segments?
Are users getting enough detailed information to make a purchase decision?
What incentives drive volume purchases?
Does your online experience and inventory positively or negatively impact your offline brand?
At what point are users abandoning your site and why?
How likely is a user to return/recommend/ purchase on your site in the future?

Technology

As technology becomes more complex, users are turning to the web for answers. Whether researching to buy, completing a purchase online, or using customer support, the web is critical for attracting and retaining satisfied, empowered customers especially when purchasing high-ticket items such as computers, electronics and business software. Having detailed product descriptions, comparison tools and intuitive configuration and checkout processes are critical to winning customers, both online and offline. Key questions we address for the technology industry include:

What is the viability of a new product or service before you implement it?
What barriers may customers face during their research process?
How effective is cross-selling on your site versus your competitors?
What impact does your brand / site experience have in converting visitors to buyers?
How can online customer service reduce call center costs without negatively impacting satisfaction?

Telecom

The growing popularity and complexity of cell phones and other wireless devices create a challenging dynamic in the telecommunications market. Product differentiation, price competitiveness, and online servicing are critical to obtaining, and more importantly, retaining customers. Loyalty is scarce in telecom, with its ever changing wireless plans and phone styles and features, and there is more pressure than ever to provide a positive experience online in order to gain a competitive advantage. Key questions we address for the telecom industry include:

What attracts potential customers to your products/services?
Can consumers easily find a plan that meets their needs?
At what point in the acquisition cycle are you losing potential customers?
Can they easily complete the online application process?
What strengths and weaknesses do you possess compared to rivals?
What features and plan types are of most importance to your customers?
Which cross-selling techniques are most effective?

Travel

The online travel industry is a very crowded, competitive market. In a space where price is the primary dictator of consumer behavior, many market players are faced with the challenge of trying to sustain and differentiate their brands and value propositions. Both suppliers and online travel agencies are vying for the same customer dollar, while busily building the backend systems to support the burgeoning expectations of online travelers. Key questions we address for the travel industry include:

What features and functionality are most critical to your customers?
What is the viability of a new feature or service before you implement it?
Are customers able to book travel successfully online?
Which of your competitors is most effective at cross-selling and why?
How does your customer?s perception of your brand impact their likelihood to utilize your products / services?
Why/where might users be abandoning your site during critical processes and how can this be prevented?