Where Are You Now?

Context
Committed to ongoing improvement, Where Are You Now? (WAYN?), the world's largest travel-based social networking site,  were looking to get real insight from their graduate segment of users..

Smarty Train Assistance
The Smarty Train designed and moderated a number of Focus Groups – to capture the graduate user segment's experiences of the WAYN site.

After working together with WAYN to define their research objectives, The Smarty Train held and moderated 10 user-based Focus Groups.  All Focus Group activity fulfilled Association of Qualitative Researchers (AQR) standards and methodology – to ensure maximum effectiveness.

In line with WAYNs research objectives, a Recommendations Report was written for the CEO outlining key recommendations for changes to the site based on the graduate user perspective. 

Outcome
The Smarty Train's work formed a central part in WAYN site changes, and has assisted in a better user experience along with increased traffic to the site. 

"The Smarty Train's understanding and knowledge of the Graduate Community gave us real insight into a target segment of ours.  We have made several informed changes to our site as a result, and enjoyed increased traffic and boosted user experience"
           -- Peter Ward, CEO and Co-Founder