1. Methodologies Utilized:
 Online bulletin board/focus group
 Social media recruitment
 Usability/UI/UE
 Quantitative
 Unique methods/custom
user-friendly market research™
CASE STUDY
CheckPoint Usability

2. user-friendly market research
Project Background
A luxury car company was timing an
expansive (and expensive) website re-launch
with a well-placed Super Bowl advertisement.
The intent of the ad was to drive people to the
new site, so naturally this automaker wanted
to make sure the fresh look would be useable
by the target demographic.

3. user-friendly market research
Client Objectives
Confident in the quality of the ad, the client
wanted to confirm that two distinct Super
Bowl audiences would connect with the
website and the brand. It was important that
the older demographic (likely to purchase the
car) be able to easily navigate the redesigned
website. It was equally important that the
website also appeal to the younger audience;
the client’s new target demographic.

4. user-friendly market research
The Challenge
While the project objectives weren’t too
difficult, the project timeline did present a bit
of a challenge. The Super Bowl takes place on
a Sunday, and the client requested the study
on the Monday before. That meant that we
needed to be ready to perform live Customer
Usability Testing by Wednesday in order to
deliver the report and recommendations in
time for the big game.

5. user-friendly market research
Our Approach
The logistical simplicity of our CheckPoint usability
process allowed us to guarantee the client a quick
and easy turnaround. We knew the system would
be able to give us a sense of what both target
audiences were looking for, and that our
prescriptive report would allow the client to
quickly act on our recommendations.

6. user-friendly market research
The Outcome
Not only were we able to pick up on a few minor
non sequiturs and organizational issues within the
website, but also catch a major oversight both
target audiences were looking for: PRICE. In order
to access the cost of a new car, users, both young
and old, had to link out of the automaker’s
website to that of a local dealership. This
essentially undermined the experience the client
was investing so much to provide.

7. user-friendly market research
The Upside
After just four Customer Usability Tests, the client
left the facility to immediately fix this potentially
costly flaw. The CheckPoint usability process itself
provided the necessary information to make the
Super Bowl ad spend worthwhile for the client.
Timely research also enabled the client to go into
game day confident that both target audiences
would connect with the website, and importantly,
the brand.

8. user-friendly market research
Thank You!
Contact us with questions or to request a proposal
212.660.0110
info@goodmind.net
www.goodmind.net
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