Research areas:

Studies involving users Users performing pre-defined scenarios. This approach helps us detect functional errors and test layouts and specific actions performed on the website, e.g. making a purchase, adding products to the shopping cart, ordering, searching, etc.

Heat Maps Indication of the most frequently and longest viewed elements.  Selection of desired messages and those to be removed/changed.

Expert audit UX expert’s evaluation of the website/service in terms of problems as well as a general evaluation of website usefulness. Application of methods such as heuristic analysis, cognitive walkthrough, and checklist.

Click-tracking

Tracking user activity on webpages. For example, it allows us to check which places are clicked most often or whether there are clicked places that are not hyperlinks.

Recordings

Marketplaces that enable the installation of external programs such as Hotjar or Crazy Egg allow us to record user sessions and on this basis draw conclusions about problems, wrong solutions, etc.

Eyetracking

The study consists in tracking the movement of users’ eyeballs using a special device – a so-called eye-tracker. The material to be examined can be graphic designs, existing websites, or advertising materials.

A-B tests

Clickability tests/conversion analysis. Indication of the elements that will convince the user to perform the desired action.

Research areas:

Brand awareness Finding out the level of brand awareness among current and potential customers (spontaneous and assisted awareness).

The images of competing brands Mapping the brand against its competition and establishing the brand’s competitive advantages.

TOP OF MIND The brand in a specific product or service category considered to be the go-to choice at the time of the purchase decision

Brand LOVE Brand awareness vs. recognition of the brand as a category leader.

Brand image Description of the brand using defined dimensions.

Communication channels Perception of preferred communication channels.

Research areas:

Brand awareness Finding out the level of brand awareness among current and potential customers (spontaneous and assisted awareness).

TOP OF MIND The brand in a specific product or service category considered to be the go-to choice at the time of the purchase decision

Purchase drivers and barriers Identification of the factors that encourage the purchase and those that discourage consumers, resulting in their choosing a competing product/brand

Basic consumer profile Creating basic customer profiles for the product categories under analysis (the first step to carrying out customer segmentation).

Brand Environment Mapping the brand against the competition. The market environment in which the brand operates.

Brand LOVE Brand awareness vs. recognition of the brand as a category leader.

Brand image Description of the brand using defined dimensions.

Communication channels Perception of preferred communication channels.

Proposed tools: a quantitative questionnaire to be implemented as part of a CAWI or CATI study.