Example of Qualitative Research

Client Challenge:

The utility company client sought to include the voice of the customer into the new bill redesign.

  • To what extent do customers use the information listed on the bill?
  • What information is most useful/important?
  • What do they find confusing, have difficulty understanding, or find not useful?
  • What are customer’s preferences when presented with several different design concepts?


In-person, iterative design and content optimization focus groups with current customers.

Insights to Business Action:

  • The most important components of the bill were clearly identified and prioritized in the final bill design.
  • Customers were more receptive to the information when it was presented through visual elements instead of words.
  • After 3 iterations of design & information options, clear preference was found for one design/format over others.