Case Study

Brief

The Fiat Group is the largest industrial enterprise in Italy and one of the founders of the European motor industry.

Fiat had launched a massive multi-media and multi-channel campaign in the midst of the economic crisis in Q1 of 2009, anchored on the campaign micro site (www.fiatfactory.es). Fiat urgently needed customer feedback in order to start measuring preliminary results of the investment in this campaign and, if necessary, takes corrective action before it was too late.

To achieve this they turned to UserZoom an International Online User Experience research organisation specialising in remote un-moderated user experience research with Offices in California, Barcelona, Madrid and London.

UserZoom provide a web-based, on-demand software application that empowers organisations to conduct highly sophisticated online research.

In recent years, as user experience research has become more critical or even standard practice, there is a clear trend towards measuring user experience and usability using quantitative research techniques. Brands with a strong online presence want to conduct user experience benchmarking projects collecting feedback from hundreds of users who participate in their natural context, from geographically dispersed locations. The results help these brands complement the already well-known and widely adopted qualitative research (such as usability testing in the Lab). Moreover, today’s Web is a changing medium and, as such, understanding how users use it requires a mix of innovative technologies and research methods.

Strategy

In order to address the need for very fast, quantitative and reliable customer feedback, UserZoom proposed an online campaign test using the intercept method to invite users to participate on the client's campaign site. We call this a True Intent Study.

Execution

www.Fiatfactory.es visitors were asked to help improve the website by participating in a short survey on their experience before and after they completed what they came to the site to do. This allowed us to not only ask who the visitors were and what they came for, but also to receive feedback after they found (or did not find) what they were looking for.

Results

In only a few hours, we were able to obtain 200 customer completes and in a matter of days our client received a customer feedback report of the ongoing campaign. The findings included:

1) Visitors’ basic profile and demographics data
2) Visitors’ objectives (why they visited, what they came for)
3) Channel effectiveness, multi-channel usage patterns (how they found the site)
4) Attractiveness of the promotion
5) General satisfaction
6) Effectiveness (did they find what they were looking for)
7) Efficiency (how easy it was to find)
8) Future intent to purchase a Fiat product
9) Impact of the campaign on intent to purchase
10) Net promoter score (how likely they would be to recommend the site/brand)