Chatbots are robots that simulate conversation with human users through instant messaging services like Facebook Messenger. In the last year, several brands launched chatbots and promoted them heavily through ad campaigns. For example, you can now chat with a virtual chef (in French) on Quebec’s pork producers Facebook page. Guess what? The virtual chef can […]
I love usability testing but I have to admit, in-lab tests can be challenging to set up. Research facilities, a qualified moderator, participants willing to commute at a specific date and time and, let’s face it, a substantial budget are required (even though there are tricks to do user research on a budget). Today, several […]
In May, we published 5 facts about usability testing (supported by numbers) to show you how relevant it is. In a perfect world, all companies would do user research regularly. In the real world, budget is often an issue. Believe it or not, user research can be cheap even if you work with user experience […]
In Canada, about 17% of Internet users used ad blockers like AdBlock in 2016. In the United States, we estimate that 25% of Internet users will use ad blockers in 2017. Why do Internet users hate ads so much? How can a website generate advertising revenues without chasing visitors? At imarklab, we believe users should […]
People are more connected than ever. As social media gains popularity, managing public relations becomes trickier. What used to be an insignificant faux pas can now turn into an international scandal instantly. In case of faux pas, brands now make sure to provide their clients with explanations or apologize if needed. Consumers seek authenticity so […]
A lot of marketers still have questions about usability testing. Is it necessary? Is it useful? What is the purpose? Is it difficult to implement? If it’s your case, here are five facts about usability testing that might interest you… and convince you that usability testing is relevant! Each is based on recent data from eMarketer (detailed sources below).
Last December, we used mobile eye tracking to identify good practices to grab consumers’ attention in an SAQ store. We worked with SAQ and OPTECH to see what grabs clients’ attention in the aisles and how product positioning impacts choice. Our study also had an online portion where we asked consumers to select the same products on SAQ’s online […]
In 2016, we worked with Houghton Mifflin Harcourt (HMH), a global learning company, to conduct usability tests in Texas, USA. HMH specializes in educational content, services and cutting edge technology solutions for children. The company serves more than 50 million students in over 150 countries. For this project, we adapted our usual approach of usability testing. […]
Brandy to add a twist to an eggnog recipe, vodka to create a festive punch, champagne to welcome 2017… We rarely run out of options for Holiday toasts. We recently collaborated with SAQ and OPTECH, a centre for applied research and technology in optics/photonics, to study in-store consumer behavior. We used mobile eye tracking to […]
What happens when we combine traditional research and new technology to measure advertising effectiveness? To put this to the test, we worked with Leger to evaluate video ads with actual consumers. Specifically, our study monitored respondents’ facial expressions while they viewed video ads. This was a logical next step to our previous study measuring emotional reaction to four Christmas ads in 2015. Video ads from […]