Quantifying customer feedback with usability

Andrea Caws and David Followell

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 product, brand, service or marketing campaign.  Focus groups, depth interviews, interactive sessions and workshops, panels and thinktanks are all techniques used by marketers looking to finetune a variety of new initiatives prior to launch from new products and advertising campaigns to marketing literature and packaging.

Focus groups, in particular, are widely used as a market research tool, being relatively quick to organise,...

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