Online Observation

Web analytics identify broad usage patterns and problem areas and online observation homes in on specific interactions of concern.

Online observation is a targeted way to gain information about customers as they use the web . Symplicit's online service recruits target customers, tracks their usage and explores their choices in real time .

Many organisations have web analytics software and reporting arrangements in place. We find the real benefit of online observation is to extend on existing analytics using its unique "fly on the wall" ability to track users' workflow and preferences in their natural setting .

Symplicit utilises specialist software to observe and chat with users online as they perform tasks in real time. The software gathers data including users' clickpaths and task success rates. Our research analysis relates this quantitative information to users' responses and observed behavioural patterns . We interpret this information into design and quick fix recommendations. We deliver research results to you in a summary report or presentation and provide the raw data.

Online observation is a cost-effective way to assess usage following the launch of a new or revised online product or service. It can also be used to periodically benchmark how well users perform key tasks as your offering evolves or to compare performance of similar tasks using competitor offerings.