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Customer outreach material usability

A national research organization that boasts one of the largest opinion panels in the country, wanted to both increase the response rate to their outreach material and attract a more representative sample for their 2019 recruitment cycle.

Challenge

Goals for this study were to understand how to make the mailer stand out, make it more appealing, and connect with people.

The study was able to evaluate each touchpoint in the process: call interaction, mailers, online registration, and web interface.

 

Approach

We conducted an expert evaluation of all materials. We then conducted usability testing with target user groups, including existing panel members to understand what about the panel recruitment process worked well or not.

During the test, we had participants go through the entire process from mail sorting tasks to receiving a call with the call center (which was done from the call center directly into the test room).

Outcome

We identified aspects of mailer design that suggested it was ‘junk mail’ and were able to provide design recommendations (including layout and content) to make the piece more impactful and create a better first impression. We also uncovered motivations for joining a research panel. Additionally, since we evaluated the full recruitment process, we provided insight and recommendations for call interactions and overall approach.

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