Use Cases – mindswarms insights blog https://mindswarms.com mindswarms insights blog Mon, 07 Dec 2020 10:55:52 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.8 https://mindswarms.com/wp-content/uploads/2021/04/favicon.png Use Cases – mindswarms insights blog https://mindswarms.com 32 32 In home use test https://mindswarms.com/in-home-use-test/ https://mindswarms.com/in-home-use-test/#respond Sat, 05 Dec 2020 12:28:57 +0000 http://3.90.185.2/?p=1079 Inspiration Use Cases Case Studies Pro Tips In home use test Get raw consumer feedback to product and service use in home to benchmark features and pain points and inform future product and service improvements. How the process works Identify competitive product set to include in study Work with our Research Managers to develop product …

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In home use test

Get raw consumer feedback to product and service use in home to benchmark features and pain points and inform future product and service improvements.

How the process works

    • Identify competitive product set to include in study
    • Work with our Research Managers to develop product trial longitudinal study protocol
    • Create and deliver product trial kit to participants
    • Use mindswarms remote video capture to gather participant observations and reactions along product and their trial usage period
    • Sum up participant trials with “loves” and “hates” for each product in the trial
    • Synthesize results into a report including benchmark matrix, top 10 features list and thought starters for feature improvements

Methods used

    • Competitive trial kits and instructions
    • Longitudinal study documenting competitive product trial experiences including:
    • Initial setup/use
    • Unbiased usage experience
    • Assignment led usage experiences
    • Product comparisons
    • Feature set utility/desirability ranking
    • Overall ranking and perceptions
    • Participatory design exercises

Timing and cost

    • In Home Use Test can take from 7-14 days or more to complete depending on study complexity
    • Typical projects involve 15 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 (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

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]]> https://mindswarms.com/in-home-use-test/feed/ 0 Packaging testing https://mindswarms.com/packaging-testing/ https://mindswarms.com/packaging-testing/#respond Sat, 05 Dec 2020 12:23:27 +0000 http://3.90.185.2/?p=1074 Inspiration Use Cases Case Studies Pro Tips Packaging testing Gather visitor reactions to new – or existing – packaging. (This is particularly helpful for products where there is no sales assist on the retail floor). How the process works Identify packaging concepts or products, and prepare testing materials Work with our Research Managers to design …

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Packaging testing

Gather visitor reactions to new – or existing – packaging. (This is particularly helpful for products where there is no sales assist on the retail floor).

How the process works

    • Identify packaging concepts or products, and prepare testing materials
    • Work with our Research Managers to design packaging testing protocol per segment
    • Use mindswarms remote video capture to gather participant reactions to packaging messaging, materials, shape, ease of use and more
    • Use additional inquiry methods to delve deeper into relevant unmet needs surrounding packaging

Methods used

    • Concept review and desirability feedback
    • Concept sorting from most to least desired
    • Feature set and content category sorting and prioritization
    • Willingness to pay inquiry to identify perceived concept value
    • Participatory brainstorming to surface concept improvements and new concepts

Timing and cost

    • Packaging Testing can take from 7-14 days or more to complete depending on study complexity
    • Typical projects last 7-14 days and 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

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]]> https://mindswarms.com/packaging-testing/feed/ 0 4 ways mindswarms works with traditional qualitative research https://mindswarms.com/4-ways-mindswarms-works-with-traditional-qualitative-research/ https://mindswarms.com/4-ways-mindswarms-works-with-traditional-qualitative-research/#respond Sat, 05 Dec 2020 12:14:26 +0000 http://3.90.185.2/?p=1045 Inspiration Use Cases Case Studies Pro Tips 4 ways mindswarms works with traditional qualitative research Recruiting for ethnography. Rather than show up at a respondent’s home with an Excel spreadsheet and fingers crossed the participant is good, mindswarms has been used to recruit in advance for ethnographies. Not only does it help identify cream-of-the-crop candidates, …

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4 ways mindswarms works with traditional qualitative research

Recruiting for ethnography.

Rather than show up at a respondent’s home with an Excel spreadsheet and fingers crossed the participant is good, mindswarms has been used to recruit in advance for ethnographies. Not only does it help identify cream-of-the-crop candidates, but it also informs the research process early on, and can be used to sharpen discussion guides.

Pre-in field.

What we have often done is a wave of mindswarms in advance doing any kind of field work (focus groups, IDIs, in-homes). A lot of clients are anxious to get projects moving quickly, and instead of waiting two weeks to begin traditional qual research, mindswarms can gather insight within days from a very broad geography to begin to inform the project.

Post in-field.

mindswarms has been used as a way to bounce ideas off consumers after the traditional qualitative field work has been completed. So, for example, on a project with product designers, sketches of ideas inspired on the road were bounced off mindswarms respondents after the initial wave of research had been completed to help validate a direction.

Extending reach of focus groups.

In most countries, the tendency is to conduct traditional qualitative research in major markets because that’s where the lion’s share of volume comes from. But mindswarms has been used a remarkably quick way to access consumers in every level of market to help balance out a more urban skew to the recruitment. So, for example, in the US, rather than hit the usual NY/LA/Chicago markets, sprinkling in a nationally representative wave of mindswarms helps provide a more representative picture of consumers nationally.

By Tom Bassett

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]]> https://mindswarms.com/4-ways-mindswarms-works-with-traditional-qualitative-research/feed/ 0 Creative and inspiring use cases of mindswarms https://mindswarms.com/creative-and-inspiring-use-cases-of-mindswarms/ https://mindswarms.com/creative-and-inspiring-use-cases-of-mindswarms/#respond Sat, 05 Dec 2020 12:12:24 +0000 http://3.90.185.2/?p=1068 Inspiration Use Cases Case Studies Pro Tips Creative and inspiring use cases of mindswarms The following is a short list of ways in which we and/or our clients have employed the platform creatively to extract new and unusual insights. Baby wash basin For a leading brand of baby strollers that was looking into extending their …

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Creative and inspiring use cases of mindswarms

The following is a short list of ways in which we and/or our clients have employed the platform creatively to extract new and unusual insights.

Baby wash basin

For a leading brand of baby strollers that was looking into extending their product footprint into the baby washbasin space, we had parents of kids < 1 years old wash their babies on camera (their privates were covered with a washcloth) and talk about the experience. In this instance, the partner held the phone to capture the experience. There is literally no other way to do this: imagine sending a videographer and interviewer into their home and asking them to wash their baby while you film it? Right; we don’t think so either.

Prepare and eat food

For one of the country’s leading packaged food innovation companies, we shipped a potential new product to consumers’ homes, then had them record their out of box experience, the preparation, and finally tasting of the product. Interestingly, while their initial impressions bordered on repulsion (“it looks like rabbit poo!”), the taste of the product was incredibly well received, providing the client with insight on how to tweak the product extrusion.

Write a love letter to the brand and read it aloud

For one of the world’s biggest furniture brands and retailers, we had loyalists write a love letter to the brand, and read it aloud on camera. It was for an exercise to get at what the core of the brand stood for, so having consumers – in their own words – craft and read a love letter on camera, it helped surface some of the deeper emotional connections they had with the brand.

Go to a drive thru

For a major QSR brand that was looking at re-designing its drive-thru menu board, we had consumers of the brand report on the before, during and after of the drive-thru experience at their stores. Recording video from inside their cars in the moment, the client was able to get a first-hand look at how and where the messaging was connecting and missing.

Shop for spray paint

For a global ad agency pitching a new potential client, we had consumes shop for the client’s product at a chain of major big box stores. Because like many categories, the product and landscape was crowded and competitive, so having consumers report on their thoughts on the buying process as well as packaging and displays helped drive a deeper understanding of how hard it would be for the brand to stand out.

Show us your favorite sports bras

For a project to help re-launch and re-position a line of sports bras for a leading brand of sports footwear and apparel, we had women show us their collection of sports bras and talk about them. Any time people hold something and talk about it, it not only helps validate them as the right consumers, but it also makes them more animated and articulate in their responses.

Step outside of a party

For a project with truth (anti smoking), we had teens step outside from a party they were attending and record their responses to key questions that would arise for them in a party situation. Although the lighting quality was variable (a number of the responses were quite dark), the insights were powerful because they were so close to the moment (specifically a situation loaded with peer pressure).

SONOS diary

To understand how consumers’ relationship with music changed in the home using SONOS, we shipped speakers to people all over the world. And had them record their thoughts over a period of one month.

Laundry journey

To understand potential product extension zones of opportunity for a major European appliance brand, we had consumers deconstruct their before, during and after laundry journeys.

Political advertising

Early on in the Trump campaign when the first TV commercial launched, we were curious to understand if/how the messaging was resonating and connecting. While we are politically neutral, we predicted early on that he had tapped into a strong emotional undercurrent in the country, and our founder was quoted as such in Mother Jones magazine.

Introduce us to your cat

For a pet food study for one of the country’s biggest and best known brands, we had respondents introduce us to their cats in the first response. The technique helped not only validate that owners did indeed have cats, it made respondents more emotionally engaged, and helped add color/texture to their insights.

Show us the biggest villain in your home

Working with one of the world’s largest furniture brands and retailer, we had consumers show us what they deemed to be “the biggest villain in the home” with the goal being to understand how that connected to the American Dream.

Home use test

We have shipped food products, SONOS speakers, shoe prototypes and make-up to people’s homes and had them record everything from their “out of box” experience to preparation/set up, use and even removal of make-up.

By Tom Bassett

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]]> https://mindswarms.com/creative-and-inspiring-use-cases-of-mindswarms/feed/ 0 Journey Mapping https://mindswarms.com/journey-mapping/ https://mindswarms.com/journey-mapping/#respond Sat, 05 Dec 2020 11:31:44 +0000 http://3.90.185.2/?p=1051 Inspiration Use Cases Case Studies Pro Tips Journey Mapping Have consumers show you their journey through a decision, product use or consumption journey. 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 …

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Journey Mapping

Have consumers show you their journey through a decision, product use or consumption journey.

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
    • Synthesize findings into Journey Mapping report

Methods used

    • Beginning, middle and end check-ins
    • Physical environmental reporting (e.g. drive thru menu ordering experience)
    • 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)

Timing and cost

    • Journey Mapping 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 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)
    • For projects where shopping missions or travel outside of the home is required, additional incentives may be required

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

The post Journey Mapping appeared first on mindswarms insights blog.

]]> https://mindswarms.com/journey-mapping/feed/ 0 Conduct a deep-dive with one key audience segment https://mindswarms.com/conduct-a-deep-dive-with-one-key-audience-segment/ https://mindswarms.com/conduct-a-deep-dive-with-one-key-audience-segment/#respond Sat, 05 Dec 2020 11:22:27 +0000 http://3.90.185.2/?p=1058 Inspiration Use Cases Case Studies Pro Tips Conduct a deep-dive with one key audience segment Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more. How the process works Work with our Research Managers to design testing protocol for customer experiences Use mindswarms remote …

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Conduct a deep-dive with one key audience segment

Get to know your core target audience, intimately, by delving into their attitudes and lifestyle, brand affinities, product use and more.

How the process works

    • Work with our Research Managers to design testing protocol for customer experiences
    • Use mindswarms remote video capture to gather participant responses to their experiences
    • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product or environment experience
    • Capture the product/environments context and the artifacts and elements influencing the user experience

Methods used

    • Belief and Behavior delineation
    • Drill-down on insights identified through prior quant
    • Self comparison to other segments, attitudes, beliefs or behaviors
    • Motivation mapping

Timing and cost

    • Core Target Audience projects 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

The post Conduct a deep-dive with one key audience segment appeared first on mindswarms insights blog.

]]> https://mindswarms.com/conduct-a-deep-dive-with-one-key-audience-segment/feed/ 0 Understand customer experiences through the eyes of the consumer https://mindswarms.com/understand-customer-experiences-through-the-eyes-of-the-consumer/ https://mindswarms.com/understand-customer-experiences-through-the-eyes-of-the-consumer/#respond Sat, 05 Dec 2020 11:20:27 +0000 http://3.90.185.2/?p=1063 Inspiration Use Cases Case Studies Pro Tips Understand customer experiences through the eyes of the consumer Gather visitor reactions to new stores, restaurants, drive- thrus and more. Observe the visitor experience and capture opinions, pain points and areas of delight to refine the overall experience. How the process works Work with our Research Managers to …

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Understand customer experiences through the eyes of the consumer

Gather visitor reactions to new stores, restaurants, drive- thrus and more. Observe the visitor experience and capture opinions, pain points and areas of delight to refine the overall experience.

How the process works

    • Work with our Research Managers to design testing protocol for customer experiences
    • Use mindswarms remote video capture to gather participant responses to their experiences
    • Conduct inquiries to fully understand user expectations and the cognitive models they associate to the product or environment experience
    • Capture the product/environments context and the artifacts and elements influencing the user experience

Methods used

    • 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
    • Comparison of the ideal experience to the actual one

Timing and cost

    • Customer Experience Projects 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)
    • Additional incentives may be required if lengthy trips to retail are required.

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

The post Understand customer experiences through the eyes of the consumer appeared first on mindswarms insights blog.

]]> https://mindswarms.com/understand-customer-experiences-through-the-eyes-of-the-consumer/feed/ 0 See visceral and emotional reactions first-hand as customers unbox product https://mindswarms.com/see-visceral-and-emotional-reactions-first-hand-as-customers-unbox-product/ https://mindswarms.com/see-visceral-and-emotional-reactions-first-hand-as-customers-unbox-product/#respond Sat, 05 Dec 2020 11:10:18 +0000 http://3.90.185.2/?p=1031 Inspiration Use Cases Case Studies Pro Tips 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) …

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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

The post See visceral and emotional reactions first-hand as customers unbox product appeared first on mindswarms insights blog.

]]> https://mindswarms.com/see-visceral-and-emotional-reactions-first-hand-as-customers-unbox-product/feed/ 0 Find unmet needs along the customer journey https://mindswarms.com/find-unmet-needs-along-the-customer-journey/ https://mindswarms.com/find-unmet-needs-along-the-customer-journey/#respond Sat, 05 Dec 2020 10:55:28 +0000 http://3.90.185.2/?p=1020 Inspiration Use Cases Case Studies Pro Tips 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 …

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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

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]]> https://mindswarms.com/find-unmet-needs-along-the-customer-journey/feed/ 0 Early stage prototype analysis https://mindswarms.com/early-stage-prototype-analysis/ https://mindswarms.com/early-stage-prototype-analysis/#respond Sat, 05 Dec 2020 10:50:49 +0000 http://3.90.185.2/?p=1036 Inspiration Use Cases Case Studies Pro Tips 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 …

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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

The post Early stage prototype analysis appeared first on mindswarms insights blog.

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