Quantifying customer feedback with usability

The authors contend that when developing new products and services usability research (mirroring real world behaviour) provides more reliable and helpful findings than more traditional approaches.

Quantifying Customer Feedback With Usability

David FollowellNationwide andAndrea CawsSystem Concepts

Marketing professionals can call on a range of qualitative research techniques when indepth information is required on customers' perceptions of a new...