Case Study - Website Evaluation & Development (2)

Objectives

· To explore UK and German Internet users’ concepts of home, with a view to drawing learnings to inform the redevelopment of this search giant’s web homepage

Method

A two-stage approach:

· Ethnographic study, including participant self-documentation diaries (1 week) and in-home ethnographic interviews (3 hours each) with 7 x 16-34 year olds in each market

· Quantitative study, online method (access panel samples), 25 minute questionnaire – 600 x 16-34 year olds and 150 x 35+ year olds in each market who use the Internet for 3 hours or more per week

Example findings

· “A portal that is to address or be relevant to the needs of consumers should be designed around some of their most frequent online behaviours…”

· “‘Deeper activity’ sites, while relevant to desktop PC / laptop users, can often suffer from connection/ screen size and other compatibility issues with smaller multi media devices.”

Client testimonial

“A fantastic piece of work, we are really happy with what we have. We think that everything that we wanted covered has been achieved.” (Head of Network Services, Europe)

*NB project directed by Richard Somerville while at GfK NOP Research Ltd.

For further details or a project cost quotation, email info@richardsomervilleconsulting.com or telephone +44 (0)20 7193 3270.