A major bank was introducing their next generation ATM. One of its new features: both cash and checks were to be deposited directly into the machine, without use of an envelope, as had been done previously. Would customers understand how to use the ATM and accept this methodology?

The new-design ATM, loaded with the proposed new instruction screens, was brought into a research facility. Individual interviews were conducted among high/average/light frequency ATM users. Each person was given a set of tasks to perform using the ATM that would simulate alternate cash and check deposit scenarios. A proprietary camera design enabled client viewers to see the respondent’s facial expression simultaneously with the ATM screen and keypad
area as they attempted to complete the task.

This research design enabled a better understanding of stumbling blocks in the process and elements that needed to be changed. Prior to the introduction of the new ATM, on-screen descriptions were tweaked and point-of-use stickers were created to clarify use of the ATM.

In today’s global economy, the US market is attractive to many international firms. But research in the US is needed to help inform product design and positioning. Often it goes deeper than that: companies need to better understand the culture of the US consumer.

A multi-faceted approach was used to help a gaming manufacturer understand their target audience in the US. Frequent gamers were recruited for focus groups to discuss their gaming behavior. As a follow-up to these sessions, ethnographies were scheduled among individuals selected from each group. These subsequent interviews helped provide greater depth and insight into the situations and nuances of game play.

Seeing the actual lifestyle and play space of target customers was enlightening to the Client team. Touring stores with the team also provided important market insights that were used in product development and positioning efforts that were ultimately followed up with quantitative testing.