Exploring latest developments within Pro…
Head of Programmatic Display, James Bourner looks at the latest developments in the world of Programmatic Display.
It’s about really understanding the problem before we begin to solve it. Our research activities include:
At the start of a project we interview all your key stakeholders to discuss their role, responsibilities and expectations of the project. The findings from these interviews are captured and shared with the project team.
We use workshops throughout the project, but particularly during the research phase. They are principally used to generate ideas, gather knowledge and prioritize requirements. These can be conducted with stakeholders and/or customers together.
We hold 1-to-1 customer interviews to get first-hand accounts of your users' needs, opinions, attitudes and perceptions, and to identify any problems or pain points they experience. Unlike focus groups, 1-to-1 interviews are more in-depth and avoid the group dynamic that can inhibit candid feedback.
These interviews are best conducted in person so we can see the nuances of personal expression and body language, but we can also conduct these remotely via phone or video chat.
We use contextual interviews to understand your customers' task sequences and the artifacts and tools they use to accomplish these tasks. They also look at the impact the physical environment has on their behavior.
We spend time with your customers in the contextual setting where they interact with your product and use both interviews and observational techniques.
We use focus groups to uncover people’s thoughts and attitudes about a new concept, idea or topic and identify trends, shared mental models and hacks used by the group.
An example of a focus group process we use is a card sorting exercise to explore how people structure information into categories and relate concepts to one another.
Unlike 1-to-1 interviews, the conversations and debates between the group members can serve as a means of brainstorming and help elicit new ideas. However, it's important to moderate focus groups properly to keep things relaxed and focused.
A content inventory is a list of all the content on your site. An inventory will typically include text, images, video, files and applications. Once the inventory is complete, we audit each piece of content to check it is still needed, located properly and is up-to-date. This audit will also help identify any content that is missing based on insights previously gathered.
We will review your analytics data to see the actual behavior of your site’s visitors, from where they come from and where they go once they arrive, to the devices they use and the goals they complete. This helps inform other research activities, for example, it may draw attention to a conversion goal that is underperforming or a user flow that is not being completed.
We can conduct a thorough review of your competitors and the wider marketplace to identify any trends, best practices and opportunities for you to differentiate your offer.
In a heuristic evaluation, one of our usability experts reviews your site’s interface, navigation, and structure and compares it against a set of accepted usability principles. Any issues are captured, ranked and accompanied by recommendations for improvement. It’s a quick and cost-effective way of identifying basic usability issues.