Users' inability to articulate their own requirements is a leading cause of product design failure.
Design teams that rely only on users' self-reported data, such as traditional focus groups or survey
research, can discover later that they have missed the mark.
We've done major studies for the following clients:
- Field Studies:
Observing and interviewing users while they do activities that a new product will support. Field studies provide detailed data about users -- and about the environments where they use products -- that can dramatically improve designs.
- Usability testing:
Observing users while they use products or prototypes and identifying obstacles to success.
Allowing users to create collages that reveal their unmet needs. Collaging is a needs-elicitation technique that uses metaphorical images selected by users as vehicles for them to realize and articulate needs that may exist below their level of awareness. While not as effective as field studies at revealing un-met needs, it is much quicker and less expensive.
- Bank One
- Bristol-Myers Squibb
- General Electric
- Major League Baseball
- Morgan Stanley
- PNC Bank
- Ralph Lauren Media
- Starwood Hotels
- Toys R' Us
- The National Council on the Aging
Copyright© 2000-2012 SUMMERS Consulting
Last modified: July 2012