An Assessment of the Usability of FanbookX among Seniors in the UK (Research Proposal Sample)

An Assessment of the Usability of FanbookX among Seniors in the UK
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RESEARCH BRIEF
Background
Based on the low number of people over the age of 45 using the current service, Fanbook, the largest online social networking company in the world (82% market share), has developed a new service (called FanbookX) to cater specifically for this age group.
Fanbook decided against modifying their current service to fit this age group (45+ year olds) because it meant making major changes to the overall structure of the service. Fanbook was originally designed for people aged between 20- 35yrs old (the set target market), however as time progressed the service was taken up by users aged up to 65yrs old. Given the unpredicted, exponential growth of the service (average of 400,653 new users every month [400% more than their target]) and the success of the service with the set target market (20-35yr olds), Fanbook decided to maintain the service’s structure and instead develop a new service (FanbookX).
Fanbook’s main motivation behind launching FanbookX, is the high revenue the new service would potentially bring to the company .Currently the age group (of 45+ yrs) attracts the highest CPC (Cost per Click) of all the age groups (20-35yrs, 35-45yrs, and 45+ yrs) under the service. This according to a previous study conducted by the company is because this age group (of 45+ yr olds) is not represented in other services providing online advertising (eg. search engines and other social networks). Launching FanbookX would give Fanbook first-mover-advantage and monopolistic benefits too (e.g. control of the CPC).
Fanbook initially planned to launch FanbookX in the company’s two largest and most active markets (i.e UK and USA), however due to unforeseen patent legal issues, the company has put the project in the USA on hold.
Fanbook is still committed on launching FanbookX in the UK. The company currently has only 7% of the UK population over the age of 45 using the service, compared to 48% between 35-45 years and 62% between 20-35 years. Fanbook expects the number of users over the age of 45, to grow exponentially with the launch of FanbookX.
Fanbook plans to launch FanbookX in the UK within the next 14 months, giving the company time to run a study in the UK on the design of the prototype, learn from the feedback and decide on the way forward e.g. maintain the design of the prototype, change the design, rename the service, delay the launch, abort the launch etc. The study will also give the company a better view and understanding of the feasibility of FanbookX in the UK.
Research problem
Fanbook is interested in investigating FanbookX’s attractiveness, usability, likability, flaws and influence on its intended target market (i.e. 45+ year olds in the UK).
Research Objectives
Identify the attractiveness, usability, likability, flaws and influence of the FanbookX service by testing the prototype with members of the intended target market.
Uses of Information
Inform Fanbook on the feasibility of FanbookX.
Provide Fanbook with information that will allow the company to optimally redesign FanbookX to the utmost satisfaction of its target market.
Target population
The target population of the study is senior citizens living in the UK aged between 45 to 65 years of age.
Deliverables
Data tables, graphs and charts should be provided in word format and raw data as SPSS datasets and also in excel format. Both the weighted and unweighted data should also be provided. The final report should be accompanied with a standalone executive summary.
Budget
Maximum of 50,000, including 20% VAT and all expenses
Timings
Invitation to Tender issued 20 November 2014
Tender/Proposal Submission Deadline 08 December 2014
Contract awarded, initial meeting held w/c 12 December 2014
Final report due 30 March 2015
Ethical Considerations
This research should be conducted according to the MRS Code of Conduct.
Additional Details
The tender winner will receive a secure web link to the prototype of FanbookX.
Contact Details:
The soft copy of the proposal should be sent to Mr. Greg Snow, whose contact details are given below.
Name: Mr. Greg Snow
Email: gsnow@fanbook.com
Telephone: +447518516288
RESEARCH PROPOSAL
Literature Review
Recent advances in computer technology coupled with the availability of less expensive and more user friendly devices has made it possible for more digital tools to make their way into the hands of normal, everyday people (Livingstone & Brake, 2010).
The advent of the 21st century has seen social networking services, which are a particular set of social media supportive platforms that focus on providing viable ways of connecting users with each other, facilitating a rapid explosion of available resources for communication and information sharing among ordinary citizens, and paving the way for a transformation in communication and information access especially in the United Kingdom and across much of the globe (Pfeil et al, 2009).
Social Networking Sites (SNS) are increasingly becoming popular in the UK with an increasing number of people making use of them in their everyday lives. However, the majority of users are young. According to Pfeil et al (2009), statistics from the UK National Statistics Omnibus Survey showed that in the 16 – 24 year age group, 95% of men and 84% of women use the social networking sites. Usage then decreases steadily with age, with only 21% of men and 24% of women in the 40 – 50 year age brackets making use of social networking sites. Usage drastically falls in the age group above 60 with only about 14% of men and approximately 8% of women making use of social media networks.
Burke et al (2011) notes that in the UK, 3% of adults aged 55-74 have used an online social networking service. Uptake for those over 75 is below 1%. This contrasts strongly with the 35% of those aged 35-50 years who now use Social Networking Sites. The technological skills required to navigate most systems is way above what older adults possess. Although attempts have been made to provide social networking sites designed specifically for older adults such as iYomu, there has been no significant success (Gibson et al, 2010).
As the various different forms of social networking systems experience rapid innovation and change, the design principles of media platforms and devices with user friendly interfaces for the elderly have not kept up with the changes. Chou et al (2010) asserts that the elderly do not reject social networking sites as considerably as people would like to assume, however, it is the complex utilization process and the user interfaces that causes them to shy off and refuse to learn these new technologies
Lack of skills to navigate the increasingly complicated user interface of most networking services is the major reason why a low number of older people are using social networking sites. Age influences the ability to navigate and learn to use computers in general and social network sites in particular, due to the cognitive changes associated with ageing including slower processing speeds and decline in the ability for sustained and divided attention. The fact that most features common to social networking sites are not specifically designed for the senior citizens make this situation worse (Newell & Gregor, 2002).
The older demographic age group is a good target for a niche social networking sites and there hence remains a huge potential for a social networking tools that matches their technological skills, expectations and preferences.
Statement of the problem
Despite an increasing number of people aged between 45-65 years making use of Fanbook. Their user experience is frustrated by the age-specific design configurations. Fanbook wishes to examine whether this target group will find it easy interacting with FanbookX and hence wants to find out the usability, likability and usefulness of this new service among the target group.
Objectives
* To examine the attractiveness of FanbookX among people aged between 45-65 years.
* To assess the target group perception on the usability of the FanbookX.
* To estimate the extent to which users like the new FanbookX features.
* To identify any flaws in the FanbookX interface that may impact user interaction and hinder its uptake among the targeted group.
* To analyse the influence of FanbookX on the users choice of social networking platform.
Methodology
Study design
The study proposes to use a mixed method approach combining direct user observation, structured interview and focus group discussions all with a view of characterizing and understanding older adult’s experience social media networks in general and FanbookX in particular. The justification for these approaches is that they result in a better perception of the user’s interaction with social networks services and hence add insight and understanding that might have been missed if a single method was used. Such methods according to Langdon et al (2003) that involve the triangulation of data sources are the best for this kind of research that focus on end user requirements especially for older adults. The fact that it utilizes qualitative and quantitative methods produces a more complete knowledge necessary to inform theory and practice and can also be used to increase generalizability (Onwuegbuzie & Leech, 2005).
Some of the drawbacks of this method is that it requires a researcher to learn multiple methods and app...