Methodology- 12 self-ethnographies and 6 in person, in-depth interviews.
Norton
"During a quant phase for this project, 3 segments were identified for the client to understand the type of user this new product would be beneficial for."
Introduction
During a quant phase for this project, 3 segments were identified for the client to understand the type of user this new product would be beneficial for. Through the qualitative research, they want to know in more depth and nuance the types of IT challenges the identified segments face, their attitude with online safety, how they understand the language of IT/tech, and communication barriers they face on a day to day basis.
Specifications
With this project we wanted to capture the respondents spontaneous feelings and thoughts. We asked questions about technology, challenges related to it and how they react to these.
We also asked respondents to carry out some tasks, for example, participants had to demonstrate a common task or activity they regularly perform using technology as well as showing their tech set up or how they go about solving some of the issues they face in practice.
Results
The product itself is relatively simple – if you have a tech problem, you can call Ultimate Help Desk and be connected to an expert advisor who can solve your problems for you, be it your printer is not connecting, a computer not doing what you want it to, or just tech frustrations which reduce your ability to work effectively.
