Project Quote: Competitive Analysis, Needs Assessment, and UX Improvements
ActiveIQ seeks to gain a deeper understanding of its competitive position, customer needs, and user experience. The goal of this project is to provide actionable insights that will enable ActiveIQ to improve its platform, refine its messaging, and make informed strategic decisions. This work will help position ActiveIQ as a market leader and enhance its value to current and prospective customers.
What ActiveIQ Will Achieve: Step-by-Step Value
| Step | What You’ll Get | Value to ActiveIQ |
|---|---|---|
| Scoping Workshop | A clearly defined set of research goals aligned with your business objectives. | Ensures the research directly contributes to business growth and decision-making efficiency. |
| Competitive Research + UX Audit | A detailed analysis of how competitors communicate their value and a usability audit of ActiveIQ’s platform. | Highlights gaps and opportunities to position ActiveIQ as a market leader and optimize user experience. |
| User Interviews | Insights into customer needs, fears, expectations, and the key features they value most. | Empowers you to tailor your platform and messaging to resonate with your target audience. |
| User Survey | Broad validation of interview findings, showing trends in customer needs and feature preferences. | Guides data-driven decisions for product development, marketing, and feature prioritization. |
| Metrics and Tracking | A framework of key UX metrics and tracking tools to measure and monitor success. | Enables you to continuously evaluate user satisfaction and optimize your platform for ongoing improvement. |
Goals and Methods
Reviewing Competitors’ Value Propositions and Comparing Them with Primary Research Goals
Methodology: Systematic competitive research to analyze competitors’ marketing, value propositions, and product features. Comparative analysis integrated into the Needs Assessment Report.
Deliverable: Insights included in the Needs Assessment Report to support strategy development.
Developing a Positioning Strategy with Intent Technology
Methodology: Needs assessment research to identify current and prospective client needs, fears, and expectations. Use Grounded Theory analysis to uncover the depth of participant motivations, needs, and fears.
Deliverable: Insights included in the Needs Assessment Report, assisting in strategy development.
Understanding Why Customers Choose ActiveIQ
Methodology: Conduct 8 interviews with current customers and 8 interviews with users of competitive products. Analyze interview findings using Grounded Theory to identify decision-making drivers. Conduct surveys to validate findings across a larger audience.
Deliverable: Insights included in the Needs Assessment Report to inform future strategies.
Conducting a UX Audit of Website and Software
Methodology: UX audit to evaluate usability, copy, navigation, and user flow. Recommendations for streamlining the user experience.
Deliverable: A detailed UX Audit Report with actionable recommendations.
Establishing Appropriate UX Metrics and Tracking
Methodology: Identify key UX metrics (e.g., task completion rates, NPS). Define tracking mechanisms to measure these metrics.
Deliverable: A Metrics Framework Document outlining KPIs and tracking methods.
Proposed Work Plan and Costs
Systematic Competitive Research
Estimated Hours: 25 hours
Cost: $2,500
Note: Any required subscription fees for accessing competitive website data will be billed separately.
Needs Assessment Research
Options:
- Option 1: $31,000 - Includes 16 interviews (current and competitive users) and a survey with present and prospective customers.
- Option 2: $21,200 - Includes 8 interviews (current users) and a survey with present and prospective customers.
- Option 3: $21,400 - Includes a survey with present and prospective customers only.
- Option 4: $14,200 - Includes a survey with only current customers.
UX Audit of Website and Software
Estimated Hours: 25 hours
Cost: $2,500
Establishing UX Metrics and Tracking
Estimated Hours: 10 hours
Cost: $1,000
Value of Each Option
| Option | What's Included | Total Cost |
|---|---|---|
| Option 1 |
- 16 interviews (current and competitive users) - Survey with present and prospective customers - Competitive research - UX audit - Metrics framework and tracking recommendations - Scoping workshop - Participant incentives and recruiting fees included |
$31,000 |
| Option 2 |
- 8 interviews (current users) - Survey with present and prospective customers - Competitive research - UX audit - Metrics framework and tracking recommendations - Scoping workshop - Participant incentives and recruiting fees included |
$21,200 |
| Option 3 |
- Survey with present and prospective customers - Competitive research - UX audit - Metrics framework and tracking recommendations - Scoping workshop - Participant incentives and recruiting fees included |
$21,400 |
| Option 4 |
- Survey with only current customers - Competitive research - UX audit - Metrics framework and tracking recommendations - Scoping workshop - Participant incentives and recruiting fees included |
$14,200 |
Notes
- Grounded Theory Analysis will be conducted for interviews to uncover the depth of participant motivations, needs, fears, and expectations.
- Recruiting costs ($100/hour for 3 hours per participant) and participant incentives ($100 per participant) are included.
- Survey software fee: $600 is included for all options involving surveys.
- Any required subscription fees for accessing competitive website data will be billed separately.
- Website redesign: If redesign work is determined to be necessary, this will be scoped and quoted separately.
Deliverables
- Needs Assessment Report (includes competitive analysis and feature prioritization)
- UX Audit Report
- Metrics Framework Document