During Usability Research a website, product or service will be tested by real end users from the target audience to understand how they use your software. We will then interview those users to discuss their experiences and ask them to give us honest feedback about the product, website or service. In a separate room we can observe them to gain valuable input and customer insights.
Those key-insights are used to create a report with new opportunities how to help your end users. It often brings insight in conflicts of interest between the target audience’s needs and the organization's goals.
Proper Usability Research will help you to create more value for your target audience. By putting the insights into practice, the customer experience will turn into a higher valuation of product and brand. It can change a once-off interaction into a long-term relation.