Case Study 3 – Digital Reader Concept and Usability Research

Client’s Objective:

• A national newspaper wished to fully understand how users experienced its new digital edition, prior to its formal launch

Our Impact:

• M&ES provided a series of actionable recommendations covering product usability and marketing strategy issues

Research Solutions:

• In-depth interviews with a homework assignment: Respondents spent up to two weeks using the product at home, completed a detailed journal of their experiences and participated in a one-hour in-person interview
• Identified key attitudinal and behavioral traits that predict a consumer’s likely interest in the product
• Highlighted marketing challenges based on significant barriers to adoption
• Produced more than two dozen product-related recommendations (usability, interface, etc.)
• Addressed pricing issues

End Result:

• The client adopted many of these research recommendations prior to the product launch