Our research methods
Over 30 years conducting usability analysis: We are fluent in all critical usability research methods and pioneered the use of several of these methods in the U.S. in the early 1970's. In all projects, we employ the appropriate methods required to answer your complex business questions.
Lab-based, small group usability testing
Starting in 1976, we were the first U.S. consulting firm to create a testing lab and conduct research using this methodology. This method
is effective in exploring high-level usability of products and services. It provides visualization of user interactions based on a
limited number of tasks. Your development team can view the entire process from behind a one-way mirror providing compelling evidence
of usability issues. Lab-based testing works well for identifying interactions that are having a universal negative impact on the user experience.
Eye-tracking
We were the first consulting firm to use this methodology in consumer product usability testing applications and visual appearance design research.
It is effective in determining exactly what the user is viewing and in what sequence. Data from this methodology can be used to solve a wide
range of complex user interface design problems clustered around sequence and dwell time when scanning and interacting with web sites, computer
displays, products, package designs and printed materials, including advertising.
Online large sample user testing
Online large sample user testing lets your users access an interactive survey and complete tasks on your interface at their own home
or place of business, 24/7. The statistical reliability of the large sample size helps you confidently make major decisions related to
the creation or redesign of business-critical applications and websites. This method is exceptionally powerful when combined with a
lab-based/eye-tracking study.
Heuristics/best practices reviews
Our reviews are undertaken by certified human factors engineering professionals and provide you with immediate feedback on
critical usability and user experience issues present in your product or system. This methodology is a powerful method for
structuring the thinking of the development team in terms of the dimensions that impact user performance and satisfaction. This
methodology works well for providing professional usability feedback during rapid AGILE-style development programs.
Behavioral data-mining
This method is highly effective when used with business-critical applications related to the creation or re-design of large or
complex websites, web applications, and preparation for selection of new CMS systems. This methodology examines data files covering
structured and unstructured responses of your customers or users. This process can also profile the relative effectiveness of your
various document types and interfaces by determining how well-written and well-formatted your existing content is, based on the needs
and expectations of your primary user profiles. This methodology can provides deep insight into unstructured and structured user-generated
content, such as message boards, blogs, forums and fixed document types. This methodology creates detailed behavior profiles and knowledge
maps of an entire system's content structure.
Ethnographic and field research
We employ ethnographic and field research as targeted studies involving a smaller number of users to develop a comprehensive
understanding of how customers engage with technology and systems on a daily or even weekly basis. This methodology follows users
during their entire daily life, recording observations for the specific purpose of identifying unmet needs and areas of innovation
that can only be discovered by detailed recording of user behavior in their natural living and working environments.
Have a specific question?: With more than 30 years of industry experience, we probably have run across your problem before. If we can't help, chances are good we know who can. Call us at 212-249-3683 ext. 105.
Our specialized research applications
Trading systems usability testing programs
Over the past 15 years, we have executed usability testing programs for several of the world's primary markets and market makers,
including major projects for The New York Stock Exchange, Goldman Sachs, Trading Technologies, Inc., WitCapital/Soundview, and other
leading financial institutions. We have financial trading systems experience covering all phases of usability research, including
business objectives development, needs analysis, task analysis, trading floor ethnography, and cognitive modeling of high-risk decision
making. We have developed usability testing programs for a wide range of profiles and have extensive experience analyzing and developing
consumer online systems including home banking, trading, and financial planning. Our trading solutions are running at the heart of the world
economy.
Media and cross platform testing
A primary business problem all large media companies face today is how to successfully migrate their traditional media properties
to the 4 interconnected and increasingly transparent delivery platforms of TV, Web, Mobile, and Virtual. We have worked with the world's
most successful media companies to design and execute complex, cross-platform usability and user experience studies that address this difficult
customer engagement problem. Our research methods have proven effective in helping major media companies understand and optimize their
migration to successful new media business models.
Gaming and virtual reality testing
Online gaming and virtual reality are two of the primary forces of the "NEW" new media. Avatar-based interfaces allow customers to
play in synthetic environments, creating a staggering opportunity for those who understand the psychological impact and the primary
customer experience design challenges. Effective and reliable research in these new virtual worlds and gaming interfaces drives success.
At MauroNewMedia, we have pioneered research programs for some of the largest gaming and virtual world commercial projects in recent history.
Using these new methods for conducting research in gaming and virtual worlds, we have developed a deep understanding of the user and avatar
behaviors and related functions that drive deep immersion and expand in-world social networking participation. Our research services have
been used extensively to answer critical user experience questions related to how customers respond to gaming and virtual world interfaces.
Persona development
Understanding your critical user profiles (personas) is critical to understanding how to create and support a successful product or service.
For more than 25 years, we have created complex user profiles for a wide range of products and services, ranging from personas for cancer patients
to brokers executing trades on the floor of the New York Stock Exchange. In all of these projects, we employ a combination of professional user testing,
observational research, and interview methodologies to develop interactive persona solutions that combine the latest data with the most appropriate
and reliable research methods.
