IndyCar.com Audience Assessment
One intercept survey, targeted three separate times, insights galore
IndyCar is the U.S.-based open-wheel race series, and their website gets a huge amount of traffic from fans. The marketing department at IndyCar wisely decided to take a deeper look at who their website visitors were and what they were looking for before embarking on a major redesign.
My agency at the time (Williams Randall Marketing) was contracted to write and implement the survey, and to report on the results. I created the report, which informed IndyCar's redesign decisions.
The goals of conducting web surveys with IndyCar.com website visitors include:
Developing a picture of the audience groups who visit the website.
Understanding what kinds of information they’re looking for.
Understanding their perspective on IndyCar, as well as the IndyCar.com website.
Understanding frustrations or pain points the website is causing its visitors.
Gathering data about how the current website could be improved or redesigned.
Recruiting volunteers for possible future research studies.
I was a UX team of one, collaborating with IndyCar's Marketing team.