Is Seeing Believing? Symantec Norton - Case Study
Problem: Symantec Norton wanted to know, after viewing an antivirus logo in search results, if that influenced participants in choosing certain informational and/or eCommerce websites from the results.
Process: 16 participants were asked to complete tasks using sites with no logos present (control group). 16 other participants were asked to complete tasks using the same sites with Symantec Norton logos present. A Tobii eye tracker was used to gather eye movements. I employed the retroactive think aloud protocol to uncover the reasons participants chose the links they did.
Results: Symantec Norton used this information to determine whether or not it would be worth it to have their logo accompany search results in order to increase customers' trust in the websites.
What I did: Designed the testing protocol and conducted all 32 interviews. Set up the Tobii eye tracker and created the testing file. Analyzed and presented the data to Symantec Norton.