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Part: III Appendixes > Comparison of Commercial Tools

E.6. Comparison of Commercial Tools

This section offers a brief comparison of features of the leading online Web research tools from NetRaker,[1] Vividence, and MarketTools. Depending on your project, certain tools might be more appropriate than others.

[1] Note that two of this book's authors, Doug van Duyne and James Landay, are the founders of NetRaker.

Table AppE.1. Leading Online Research Tools Compared
Features/Benefits NetRaker Vividence MarketTools
FLEXIBILITY
Usability Research
Task testing
Competitive comparison
Random customer task analysis
Wireless testing
Market Research
Concept testing
Brand value
Price elasticity
Invitation Methods
Link invitation
Multiple intercept invitation methods
Site exit intercepts
E-mail invitation
Easy-to-change welcome and invitation text
Research Scripting
Branching
Quotas
Block rotation
Automatic validation of task completion
Question Types
Over 20 question types
Customized ratings (for example, 1–10, 1–7, 1–6, 1–5, Hot/Warm/Cold)
Reporting
Real time
Cross-tabs
Filtering
Online videos
Video archives
DATA ACCESS
Client ownership of data
Collaborative work environment
REAL CUSTOMER FEEDBACK
Online view and playback of customer mouse movements, clicks, and typing
Evaluation of your Web site by real people
Insights into customers' subjective thoughts
REAL-TIME CUSTOMER OBSERVATION
Capture of participant actions on video
Tracking of behavior of real site users
REMOTE SITE EVALUATION
No complex software download
Platform independent
Browser independent
Flexibility to participate anywhere, anytime
Evaluation of users in their own environment
Clickstream path analysis of pages visited
Automatic clickstream page aggregation
DATA ACCURACY AND INTEGRITY
Large sample used
Findings based on geographically dispersed, statistically reliable data
Depth of information
Video
Clickstream
Self-report
BENCHMARK DATA
Ongoing customer satisfaction metrics 24/7
Inexpensive competitive comparisons
Tracking against historical data, industries, and best of the best
Comparison to national norms
Determination of customer retention factors in five categories
PANEL OPTIONS
Panel recruitment tools
Probability panel
Nonprobability panel
No cost for using client panel
Specialized panels
Flexible panel screening
REPORTING
Automated real-time online reporting
Drill-down and filtering capability
Raw data reports
CONFIGURATIONS
Research cobranding
Full service
Self-service
Research participant recruitment
Note: This chart is based on publicly available information as of November 2001.



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