7 Posts by
Robert Stevens

40% of Customers Don’t Know that Google Adwords are Adverts

We were testing aspects of the digital customer experience as part of end-to-end customer experience research for a well known insurance company. During these tests we noted that the vast majority of the customers (81/100) clicked on Google Adwords rather than the natural search results.

The size of this bias was little bit surprising, but what was even more surprising were the reasons behind this behaviour


Is Market Research Precisely Wrong?

There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it:

“People don’t do what they say, don’t say what they think, and don’t think how they feel.”

Traditional methods of market research focus on what can be gleaned from the conscious mind largely because until recently the tools to investigate the subconscious mind were not readily available.

Bunnyfoot conducted a comparison study of an award winning national advertising campaign that clearly shows the difference in conscious and unconscious responses to advertising. We tested the creative with 30 appropriate people recruited via in-street intercepts.


Grow up!

November 21, 2012
Posted by in Brain feasts: longer reads
Tags: , ,

This guest blog has been created by Mike Follett, a champion of business-led advertising. Mike’s client spends over eighty million pounds a year on trade-driving advertising in the UK alone so he knows how important an evidence based marketing approach is. Mike wanted to know how to make advertising über efficient, (and be able to prove it), so naturally we were pleased to provide him with actionable, evidence based insights on what works and what doesn’t.

Robert Stevens – Co-founder, Bunnyfoot

It is my fervent desire that the advertising industry grows up by 2020

In a perfect world, advertising agencies should be responsible business partners to the clients, able to address their real business problems in ways that create real value. They would know the value they create, but also know their limitations. They would have the serenity to accept the things they cannot change, the courage to change the things they can, and the wisdom to know the difference. In short, they would be grown ups.


If only everything in life were as reliable as user testing

It is quite widely reported that Amazon gained an additional $300million a year increase in turnover by implementing a single recommendation from a usability company in the US http://www.uie.com/articles/three_hund_million_button.

Yet few people who are not usability or UX professionals are probably aware of this achievement. Bunnyfoot has achieved almost as impressive gains for clients in the travel, retail, charity and banking sectors, and I am sure similar improvements have been made as a result of work by other quality usability companies working with major brands.


WolframAlpha beats Google for Results and Usability but not Brand

May 21, 2009 - This post has 2 comments
Posted by in Brain bites: 2 min insights
Tags: , ,

In 2005, here at Bunnyfoot, we carried out an eye tracking usability study; it showed that 79% of people were able to find the 2003 UK gross domestic product using Google.
We carried out a similar eyetracking study in May 2009 using Bunnyfoot’s Mass User Testing approach and found that this had dropped to 37%.
We also compared the performance of Google to the new WolframAlpha search engine where 100% of people got the correct answer. This result is worrying for Google for two reasons:

  • Google’s algorithms have got better in the intervening years; despite there being significantly more pages indexed on Google in 2009 compared to 2005 Google returns fewer results for the same search string; “gross domestic product UK 2003”. Given more pages to return results from and better algorithms it ‘should’ be easier to find information, not harder.
  • The general level of people’s Internet experience and expertise has increased since the original study – people ‘should’ be more successful, not less.

WolframAlpha also outperforms Google on three key measures of usability; effectiveness and efficiency and satisfaction. However, the strength of the Google brand dominated WolframAlpha with 100% of users saying that they would recommend using Google to a friend with only 77% saying they would recommend WolframAlpha.
The study is by no means comprehensive; it is based on a single search query and one that favours WolframAlpha’s approach to knowledge management/search, but is does pose an interesting question:
Can Google’s search dominance be beaten by better results and usability or is the brand so strong that people will stay loyal no matter how good the competition gets?


Does the North South divide exist online too?

During 2005 one of the many interesting projects undertaken by Bunnyfoot included a large scale usability test of a new Microsoft website.


Misleading ads mean over-inflated success rates and huge wastage for leading brands

July 7, 2004
Posted by in Brain bites: 2 min insights

Many leading brand advertisers could be wasting up to 90% of their online advertising budget and causing mistrust and frustration amongst users because of misleading adverts which make the user click-through by accident, according to new research from web behaviour specialists, Bunnyfoot.

In user-testing involving 60 people, Bunnyfoot found that almost 9 out of 10 click-throughs for a leading UK brand’s pop-over advertisement (rich media adverts which appear in the browser, over the main content) were made by mistake because the ‘close’ button was so difficult to find. The brand in question has claimed a 20% click-through rate for the campaign, but Bunnyfoot’s research suggests a more believable 2% success rate.


Read enough? Get in touch...

Contact Caroline Bentley to discuss your needs:
0207 608 1670 more@bunnyfoot.com

Or come visit us, we have offices in Oxford, Sheffield and London.