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See visceral and emotional reactions first-hand as customers unbox product

OUT OF BOX EXPERIENCE

See visceral and emotional reactions first-hand as customers unbox product

If you’re unsure what the out of box experience is like for consumers, watch and learn as they open product packaging and provide unvarnished reactions to the process.

How the process works

    • Identify product(s) to investigate in the study
    • Work with our Research Managers to develop a research protocol to explore how to best capture out of box consumer reactions
    • Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
    • Use mindswarms remote video capture to have participants provide insight on the unboxing experience, including perceptions of messaging, packaging materials, first sight of the product, and product use

Methods used

    • Brand blind: in some cases, new product concepts are shipped without any branding to gauge reactions absent of any brand influence
    • Pre wave: in some cases, we recommend a pre wave of perception gathering prior to having product shipped to customers’ homes
    • Product use and preparation: we have shipped food products and had consumers prepare and eat product on video. We have shipped make-up to women, and had them apply it and take it off, while recording their reactions
    • Packaging parallels: we have had consumers show examples of other packaging they either like or dislike to learn from other types of packaging consumers relate to

Timing and cost

    • Out-of-box experience projects can take from one to four weeks or more to complete, depending on study complexity
    • Typical projects involve 15-30 participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets (additional incentives may be required if travel or retail visits are required)
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

By Tom Bassett
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Find unmet needs along the customer journey

UNMET NEEDS

Find unmet needs along the customer journey

Identify, understand and catalog the unmet needs of your current customers along their customer journey to inform existing product and service improvements.

How the process works

    • Identify the journey to investigate in the study
    • Work with our Research Managers to develop a research protocol to explore different points along the journey continuum
    • Recruit key audience segments (e.g. Loyalists, Casuals, Lapsed)
    • Use mindswarms remote video capture to have participants provide insight on their journey, touching on rational or emotional touchpoints

How the process works

    • Before, During and After check-ins
    • Physical environmental reporting (e.g. drive thru menu ordering experience, in store signage perceptions)
    • Diaries (e.g. report on the changing relationship with music having a smart speaker in the home)
    • Micro moments (e.g. have consumers report when a key event occurs, like in our work with Think with Google)
    • Compare the ideal journey to the actual
    • Identify pain points and frustrations (ideally with a Show + Tell type demonstration)

Timing and cost

    • Unmet need finding can take from 2 to 3 weeks or more to complete depending on study complexity.
    • Typical projects last 2-3 weeks and involve 20 or more participants.
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable


Example: 20 participants each answer 10 questions using the video on their smartphone or laptop. That produces 200 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences.

By Tom Bassett
Posted on

Early stage prototype analysis

PRODUCT CONCEPT TEST

Early stage prototype analysis

Develop products with the right features. Test early stage prototypes and successive iterations to identify the features that will ensure market success.

How the process works

    • Identify prototypes and prepare physical prototype for participant delivery or digital prototypes for upload for participant feedback
    • Work with our Research Managers design the testing protocol and possibly assemble a participant panel to test multiple prototype iterations over time
    • Use mindswarms remote video capture to gather reactions reactions to prototypes
    • Use inquiry methods to delve deeper into user expectations, needs and desires.
    • Capture the product’s intended context of use, environments and artifacts that influence user experience

Methods used

    • Prototype testing kits and instructions
    • Cognitive usage walkthrough with physical and digital prototypes
    • Ergonomic and cognitive analysis of features
    • Context of use tours
    • Asynchronous remote interviews to gain a deeper understanding of product expectations, desired and unnecessary features

Timing and cost

    • Product Concept Test can take from 7-14 days or more to complete depending on study complexity
    • Typical projects involve 15+ participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets (additional incentives may be required if travel or retail visits are required)
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances). All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

By Tom Bassett
Posted on

Physical environment and product user testing

PHYSICAL ENVIRONMENT AND PRODUCT USER TESTING

Physical environment and product user testing

Gather visitor reactions to new displays and environments. Observe the visitor experience and capture opinions, pain points and areas of delight to refine retail environments, displays and services.

How the process works

    • Work with our Research Managers to design testing protocol for physical products or environments
    • Deliver physical products kits or instruct participants to visit the location of the environment to be tested
    • Use mindswarms remote video capture to gather participant responses to their experience using products or visiting environments
    • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product and environment experience
    • Capture the product/environments context and the artifacts and elements influencing the user experience

Methods used

    • Product and environment experience trial kits and instructions
    • User narrated walkthroughs of physical product usage and environment visits
    • Ergonomic audits of product and environment features
    • Contextual tours of related elements influencing the experience

Timing and cost

    • Product Concept Test can take from 7-14 days or more to complete depending on study complexity
    • Typical projects involve 15+ participants
    • Fees including screener development, study management, recruiting, hand-selecting the best candidates, QA of videos, respondent incentives, and transcripts @$500/person for US respondents, and $1,000/person for international markets (additional incentives may be required if travel or retail visits are required)
    • Fees for optional analysis start at $7,500 for a report on a 15 person study, and $12,500 for a 30 person study
    • Fees for optional edited video start at $5,000 for a 90-120 second highlight reel with title cards and music (B roll and motion graphics are extra)

Deliverable

15 participants each answer 10 questions using the video on their smartphone or laptop. That produces 150 x 1 minute video clips and corresponding transcripts (both Google Speech, and a parallel service that includes a human’s eyes to capture important nuances).

All delivered via a cloud-based link that is shareable, and assets that can be downloaded (videos in MP4 format) to be used to bring the insights to life for presentations, and highly engage audiences

By Tom Bassett