2. How would you rate the visual attractiveness of the East Point
Housing Authority website?
1 2 3 4 5
Font
Color
Logo
Images
Format
Overall Website
1 = Very Unattractive
2 = Unattractive
3 = Neutral
4 = Attractive
5 = Very Attractive
1THE CONTROLVISUAL APPEAL
WHY ISN’T OUR WEBSITE USED?
1
3. Who:
EAST POINT HOUSING
AUTHORITY
How:
— Qualtrics
— Facebook
— Photoshop
Why:
EPHA changed its web-
site to increase traffic.
I wanted to establish
a baseline likability. A
follow-up survey is
needed to assess the
new website’s likability.
Respondents rated “Format” at 2.5 the lowest score. Also, the heat map shows layout impacted clicks.
1
P R O G R A M
HEAT MAP RESULTS
VISUAL ATTENTION
1
4. SAMPLE QUESTION:
If a donor were to
donate $10K tomorrow,
how would you allocate
those funds?
Increase staff and ED hours
*consensus
**challenge
**
2
MISSION | VISION STRATEGY
RELATIONSHIPS
*
ARE WE OKAY?
n
2
5. Who:
REFUGEE WOMEN’S
NETWORK
How:
— Workshop
— Text Analysis
— SWOT
— Survey Monkey
— Excel
— xMind
— Illustrator
Why:
The organization need-
ed to assess its health
before creating a new
5-year strategic plan.
RWN developed a strategic plan and re-focused its marketing/pr on its donors.
2
P R O G R A M
FISHBONE DIAGRAM
CAPACITY SURVEY
2
7. Who:
RACETRAC
How:
— Excel
— Experian Data
— Photoshop
— Tableau
— Microstrategy
— Forrester Research
— Ad$pend
Why:
RT brand reposition-
ing statement provided
research to align envi-
ronment with brand.
RT targeted female experience shoppers & its typical male customer.
3
P R O G R A M
HEAT MAP | INDEX OF UTILITIES
< ave utility
>ave utility
SEGMENTATION
3
8. 4SAMPLE QUESTION SAMPLE QUESTION
The Architecture & Design
team would like your input
for RaceTrac’s new store
prototype: the RT Mini.
This new project will take
some of the best elements
from the 5K remodel and
improve areas of oppor-
tunity to create this new
store prototype. As you
go through the survey,
think about your 5K re-
model store experience
and provide any ideas
and feedback.
How would you rate the
yogurt prep area’s visibility
from the cashwrap?
How would you rate the
ease of cleaning at the
yogurt toppings area?
Very Easy Very Difficult1 2 3 4 5 6 7
DO YOU LIKE YOUR SPACE?
n
4
9. Who:
RACETRAC
How:
— Mrkt Research Group
— Store Observations
— Store Mockup
— Employee Interviews
— InDesign
— Photoshop
— Qualtrics
Why:
Establish baseline for
new store prototype
In lieu of 400 surveys, the Design team elected to develop the prototype through leadership feedback.
4
P R O G R A M
INTERVIEW RESULTS
ENVIRONMENTS
4
10. 3,000 + 3,000 =
A. 4,500
B. 5,200
C. 6,000
4,000 + 3,000 =
A. 2,500
B. 7,000
C. 8,500
5
SAMPLE QUESTION SAMPLE QUESTION
RESPONDENT’S AVE PRICE VIATOR.COM’S AVE PRICE
$3,294 $800
HOW MUCH WILL YOU PAY FOR A BOAT RIDE?
n
5
11. Who:
LEGACY CLOTHING
How:
— Qualtrics
— Excel
— Facebook & Twitter
Why:
I wanted to test wheth-
er the presence of large
numbers impacted
price estimation &
perception.
Without a scale, a majority of respondents over-estimated price by 311%.
5
P R O G R A M
INITIAL RESULTS
ANCHORING
5
