Case Study: Energy industry agile community

The client: “TasNetworks commenced operations on 1 July 2014. It has been formed by a merger between Aurora Energy’s distribution network (the poles and wires) and Transend Networks (the big towers and lines). TasNetworks is a Tasmanian state-owned corporation that supplies power from the generation source to homes and businesses through a network of transmission towers, substations and powerlines.” Objectives of a discussion focus group research project: To use an agile online discussion focus group to capture customer attitudes and preferences towards new product ideas and communication in context of an electricity network employee need to  access a customers’ property and home. Identified target market: Sixteen electricity metered residential customers were recruited from a variety of locations including rural and urban locations. A proportion of those customers had solar installed, and all customers were on either dial or digital tariff electricity meters. There was a mix of age and sex from early 20’s through to 60+ years of age. Method: A secure (GroupQuality) online insights community discussion board (over-time focus group) professionally moderated by us. Respondents were recruited and screened, invited to participate, and provided with a unique username and password. The discussion occurred over a 5-day period, and activity took place in a structured online discussion using an approved, scheduled discussion guide. The guide included questions, images, and documents to be reviewed and analysed. The discussion guide was carefully structured for the online environment to ensure the most efficient use of the participants’ time. Participants logged in at a time convenient to them each day – early in the morning or late afternoon or early evening. Each day...

Case Study – sparkling agile consumer insights before all the bubbles are set free!

The traditional way of approaching this consumer insight project would have been to run face to face focus groups, and stage in-home interviews to understand how the brand was invited and positioned in the home. The difficultly with this was that the cost to complete such a project would run into the multiples of tens of thousands of dollars, and would take considerable time to plan, execute and complete. This method was simply too costly and would not meet the required communications timeline – it would be all over before it had chance to begin. This is where GroupQuality’s agile approach to market research using online insight collection methods was a perfect match for Vizeum Australia and SodaStream. Background The client, strategic media agency Vizeum Australia, approached GroupQuality to assist them with a major consumer research project. GroupQuality was chosen for their expertise in providing leading market research software and insight consulting services. The brief was to provide Vizeum Australia with strategic insight to help formulate the national media and brand communications strategy for SodaStream Australia. This required the development, management and analysis of eight simultaneous, online mini community discussions. Previously, SodaStream Australia had conducted quantitative survey research to understand the Australian market. The research was effective in providing insights around the product category, brand and purchase motivators. But there were a number of knowledge gaps which could only be addressed through the use of qualitative community research and that’s where GroupQuality slotted in to the Vizeum team. There were a number of strategic questions that needed to be answered for Vizeum Australia to be able to complete the...

Insights from online discussion board saves direct mail campaign

Traditional face-to-face focus groups are regularly used to test creative and direct mail collateral before they are sent for pilot testing. But there is now a faster and more cost effective way of testing marketing collateral without losing any of the quality. A more insightful way of thoroughly testing the impact of both the marketing and creative, while getting closer to the consumer’s view of your world. In this case study we provide one example of how a fast online discussion replaced a traditional face to face focus group and helped to save a direct marketing campaign. The client needed to provide strategic communication advice, key message development and copy writing services for a government-sponsored health initiative called “Get-Healthy”. The Get Healthy Service provides information and ongoing health coaching support about how to improve your lifestyle in relation to: Healthy eating. Being active. Achieving and maintaining a healthy weight. The communication under review was a direct mail package sent to targeted households. The proposed direct mail piece was to include details of the offer, relevant calls to action to encourage individual participation in the free program. Objective To ascertain the effectiveness of a proposed direct mail piece for a state government health department to determine and pre-test the effectiveness of the content and presentation of the offer, prior to targeted distribution. Target audiences Male and female, 35-65 years, from low SEIFA postal areas. What they did Due to the geographic dispersion of regional and metropolitan participants online Discussion Boards were chosen over real-time groups due to, participant availability (they were able to contribute to the discussion at a time...

Online requirements gathering the smart way

Case Study Background A technology development company needed an easy way of gathering user requirements from the target market for a new application, for parents with children with disabilities. The application would allow parents, carers and people with disabilities themselves to record and share information easily and securely. The laborious process of trying to set up face-to-face user interviews was compounded by the fact these parents were short on time and were geographically dispersed. Any contributions they could make to the requirements gathering process would need to be done on an ad-hoc bases, at different times throughout the day and late into the evening. As a solution the development company chose GroupQuality software as the tool to help in the requirements gathering process, and to gain insight into the challenges facing these parents who would ultimately be end users of the software. They were also of the opinion that the parents were more likely to share information if it could be done in a secure and anonymous discussion environment. Method The development company already had brief from their client, but they needed to verify their needs and identify the pain points for end users. They needed to understand where the focus of the application would be for the end user and how the workflow could be designed to deliver the best outcome. A dozen parents were invited to participate in a requirements gathering exercise using GroupQuality’s private and secure discussion board software. The discussion occurred over a week with four main topics covered: Understanding people’s lives and backgrounds Current challenges Making it easy Managing information Parents were able to...

Hybrid website prototyping improves online banking

Background MyState Limited (MYS), a non-operating holding Company, is a diversified financial services group listed on the ASX and provides a broad range of financial services through two wholly-owned subsidiaries, MyState Financial (MSF), an authorised deposit-taking institution (ADI) and Tasmanian Perpetual Trustees (TPT), a trustee and wealth management company. Headquartered in Tasmania, its diverse business operations cover: Banking Services Trustee Services Wealth Management The project As part of the MyState evolution the business needed to improve the online banking and transaction channel MyState.com.au. had been optimising the online channel conversion process. At the tail end of this process, GroupQuality was used to conduct online qualitative usability testing in the form of a focus group which included wire-frame usability tests. The methodology was designed to achieve a number of key behavioural objects around the website customer engagement. In preparation for the research, GroupQuality worked with MyState to undertake a complete information architecture review. We worked with the online and marketing team to ensure the proposed website not only delivered on the business requirements but also met the needs of each of the target markets. Our process focused on using the online channel to deliver the right information at the right time to facilitate product decision making. The project required the testing and evaluation of a set of website wire-frames around the following objectives: Navigation structure and presentation of information Terminology used in the navigation and key elements on the page Information architecture and customer segmentation of information Immediate reaction to the overall content layout Conversion optimisation to ensure the banking product online applications process was correctly mapped to the target...

Case study – Airport website usability focus group

Online website usability testing objective: A new Airport website varied greatly from the existing website in both content and layout so usability testing was essential to ensure that the new design and presentation was intuitive and user-friendly. Testing focus included: content readability, navigation, widgets and tools, meanings of titles and headings, iconography and visual appeal of the website. Including the assessment of ‘sticky’ content to encourage repeat visitation by users. Target audiences: Group 1: State resident travelers who use the Airport either to depart to and from or as meeters and greeters. 18+ years of age, 50% with children 17 years and under Total of 8 participants Group 2: National travelers who have used the Hobart Airport to enter or leave Tasmania. 18+ years of age, 50% with children 17 years and under Total of 8 participants Methodology: 2 x online usability focus groups were conducted based on the two target audiences – State and National travellers. Each consisting of  8 participants. Each online usability focus group was scheduled and conducted at 7pm AEST to increase convenience for participants and ran for approximately 90 minutes. GroupQuality was used to conduct the live online usability focus group research sessions. GroupQuality’s online usability focus group proprietary software and research method brings participants together in an online environment to discuss topics, provide feedback, share ideas and opinions. Each real-time (live) online usability group was facilitated by a Moderator. Respondents participated in the online research from the comfort of their own home or office, by logging in to the web browsers without the need to download any software. The “Techethodology” GroupQuality facilitates the...