To understand the competitive set of each participant, ask them to list the competitive sources of products or information related to the topic you are researching. Ask them to describe:
- The relative value of each source
- Likes and dislikes of each source
- Successful and unsuccessful interactions with competitive sources
- Experience using similar or competitive web sites
- Rating of your site vs. competitive sites based on specific criteria
As a result of the competitive set module, you should have obtained:
- List of competitive sites
- Positive and negative aspects of competition
- Ratings to compare across participants
- Competitive benchmark in terms of design and/or functionality
- Opportunities to reach parity or superiority
Sample script:
- When did you first start planning your last stay in a vacation resort?
- When you started planning, which companies were you considering staying with?
- Why did you include each of these?
- Which companies did you leave out of this list? Why?
- Are there any companies that you wish you would have included in this process? If yes, which one(s)?
- Are there any companies you wish you would have left out of this process? If yes, which one(s)?
- Which web sites did you visit?
- Which web sites did you know about but not visit? Why?
Copyright 2009, Paul Bryan, Usography Corporation (http://www.usography.com)
Linked In: http://www.linkedin.com/in/uxexperts
Copyright 2009, Paul Bryan, Usography Corporation (www.usography.com)
Linked In: http://www.linkedin.com/in/uxexperts
