Testing Website Design Concepts with Financial Decision Makers
Challenge
A team from a digital agency was working on a website redesign for their commercial banking client. They wanted to gather feedback on website layouts and concepts from their client’s target audience of financial decision makers. The target population spanned a variety of industries and geographies, including aerospace, telecom, gaming, restaurants, and transportation in countries like Brazil, Australia, Germany, China, the UK, and beyond.
The GLG Approach
The GLG solutions and research teams recruited and scheduled video sessions with 36 Network Members across geographies and industries. GLG also sourced a moderator with experience in brand management and consumer insights who executed these calls on the agency’s behalf.
The moderator walked each expert through a mock website to gather their feedback and suggestions for improvements that would resonate with financial decision makers. The moderator compiled and analyzed these notes in a synthesized report for the agency.
Outcome
The client team used the feedback gained from the expert sessions to improve the site’s usability and recommend new content selections that would better resonate with the targeted global users.
Why GLG?
GLG partnered with an agency to share a website design draft with their target audience, using a moderator who conducted video sessions on their behalf and compiled the feedback in a report.
Project Breadth:
Thirty-six moderated expert video calls
One moderator
One report and analysis
Precise Matches:
GLG sourced a group of financial decision makers from a variety of industries across 10 countries who could provide the feedback on the website.
Extension of the Team:
The moderator conducted the video calls on behalf of the agency, compiled the feedback and analyzed the findings in a report. By partnering with a skilled moderator, the agency quickly gathered the insights they needed to light the path ahead and was able to focus their time on recommendations for their client.
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