Printer buyers in Shanghai, watched live from France
The brief
A world leader in printers wanted to improve the “Printer Selector” on its China website, a tool that helps shoppers find the right model. It needed home and business buyers to try it on desktop and mobile and show where it worked and where it got in the way.
Why it was hard
Usability testing depends on people thinking aloud, and many Chinese respondents keep their thoughts to themselves, especially with a stranger beside them. The client’s team was in France and needed to see both the respondent and the screen in real time.
How we did it
Desk research first gave us the landscape: popular brands and models, what different buyers prefer and where they look for information. We then recruited twelve people in Shanghai planning to buy a printer for home or business within the next three months.
Our moderator sat beside each respondent as they worked through common shopping scenarios on the website and on a phone. We streamed every session live to the client in France, sharing both the desktop and mobile screens, with live interpretation.
At first, some respondents went quiet as they clicked, which made their reasoning impossible to follow. The moderator gently coached them to describe each step, and they soon relaxed and talked freely, which is where the useful findings came from.
What the client got
Confirmation that the tool helped buyers match models to their needs, and a list of specific changes to make it easier to use.
What it shows
We know how to get Chinese respondents talking, and we can put an overseas team in the room without anyone getting on a plane.
Services: in-depth interviews · live streaming · desk research
