Customer insights and user research

Understand what your customers want and how they use your digital services

We use customer insights both to support ideation for A/B testing and as a stand-alone practice. Analytics tells you WHAT your customers are doing – insights give you the reasons why. We’ll collaborate with you to get deep and actionable insights into what your customers want from you and identify what you need to do to improve the customer experience and key metrics on your website and app.

What’s included?

We can use a wide range of methodologies depending on your particular requirements. We have platforms that we use to conduct research but we can also be flexible and use your preferred platform if you wish.

Some of the insights and methods we can provide include:

Personas – The starting point in business is knowing who your customers are and understanding their needs and wants. We can develop focused, highly usable personas to get you to first base in your daily decision-making.

Heuristic reviews – If you want to know how your website or app is seen by customers and what issues there are that you may not be aware of, a heuristic (rules-based) review by our experts is a great lower-cost starting point. We’ll put ourselves in the shoes of your customers and give you an honest nuts-and-bolts and actionable appraisal.

Surveys – What do you want to ask your customers? Do you want to know how they feel about you and your products and services? We can target surveys at customers on your website, through email, or other distribution methods. If you want to find out why some people aren’t your customers and what it would take to attract them, we can do that too.

1-1 interviews and focus groups – We’ll often recommend following up surveys with interviews to dig into the detail of customer sentiment. We would also use interviews to conduct usability research, observing customers using your digital services and uncovering problems to fix.

Site structure and navigation – It’s critical that your site navigation reflects the way that customers think about content organisation, rather than the way you think about it. We use card sorting and tree testing to uncover the right structure.

Value proposition - You might have a well structured and designed site, but it does it talk to customers in their own language? Is it clear why they should use your products and services rather than your competitors? We’ll find out from customers what they think the reasons are, and the words they’d use for it. That translates into recommendations for editorial tone and specific phrases to use.

Heartbeat site survey - Customer sentiment towards you can change quickly, but would you know? A site survey with targeted questions and regular reporting acts as your radar to quickly pick up on issues that otherwise could take months to filter through – or that you’d never find out about.

If there’s something you’d like to know about your customers that we haven’t listed talk to us [link to form] – there are we’re good at listening to what you want and tailoring an approach.

Who's it for?

The most successful companies – of all sizes – are typically doing research all the time, so we think research and customer insights is for everyone. Here are some particular trigger points:

• You want to improve your site but traffic volumes are too low for A/B testing
• You want to improve your site and want to get a feel for the issues and scope before starting A/B testing
• You’re not sure if you’re pitching your product in the right way to the right customers
• You’re not sure who your customers are, or you do know, but would like to understand them better
• You’re developing new content and/or functionality for your site and want to de-risk the investment before putting it live by finding out if it’s going to work, and what to tweak
• You want to understand how to attract non-customers
• You want to know how customers perceive you against your competitors
• You’re hearing that customers can’t find content or product on your site, and want to know what to do to site search and navigation to fix it

Book a research call