1. Side Smirk Research
New York, NY
We’ll let you in on a few secrets
www.sidesmirk.com and you’ll be smirking too.
646.801.6646
WHAT MAKES US UNIQUE

2. Who We Are
An innovative boutique market research agency based in NYC with over 32
(combined) years of experience across industries and methodologies.
Our focus is on digital. We use online and mobile research and usability
methodologies to test and refine concepts, websites, mobile applications,
advertisements and all forms of content.
Research isn’t about segmenting audiences anymore. It
isn’t about statistics and it’s not JUST based on
data.
We find you the right people, figure out why they do
what they do and how you fit into their lives (not
the other way around).
Our approach is custom and customer based. However,
each project is tailored to you and your goals.

3. Our 6 Q’s
Q Q
uality uick
Q !Q !
ualified
uestions
Q Q
ualitative uantitative

4. Our Services
Mobile Research
Website App Usability
Concept Testing
Recruiting

5. Mobile Research
Mobile research methodologies are relatively new and relatively
unknown. Which is surprising due to the fact that everyone seems
to be talking about mobile.
We’re going to be blunt here. No one has any patience for a website
or app that doesn’t work on their phone. A situation where your user
is trying to access something remotely is typically a situation with
limited time. It just has to work.
We utilize turnkey solutions for mobile research. You get
immediate feedback in the shape of heatmaps, clickstream analysis
and real-time data/reporting.
Methodologies We Use:
 Mobile usability testing
 Mobile qualitative studies
 Mobile quantitative surveys

6. What Mobile Research Looks Like
Engaging Smart
Features Include:
 Real-time reporting analysis
 Use on any device
 Customized branding flexible design
 Graphic and visual interface
 Better user experience
 Clickstream analysis
 Heatmaps
 Video playback
 Lack of participant boredom fatigue
Con$nue
Con$nue

7. Website App Usability
To us, usability testing is a no-brainer. Think of how you yourself
browse the web or use mobile apps… How much time do you give
a website or app before you give up and move on?
Usability testing is fast and inexpensive. In as little as 4
interviews, you can understand what is working and not working
with your website, app, game, etc. We’re talking one day of
research.
eCommerce sales in 2012 topped $1 TRILLION for the first time
ever. This number is expected to, and will, increase. Make sure
you’re not missing out with an unusable or frustrating user
experience.
Methodologies We Use:
 Online, remote user testing
 Online multi-day discussions and 1-1 interviews
 Mobile testing
 In-room user testing

8. What Usability Looks Like
We approach usability and gather results in a few
different ways, each with their own advantages.
No matter which approach, we appraise each user
interface/experience we test using the following
5 metrics:
Online/Remote 1. Appearance Design
2. Structure Navigation
3. Ease of Use Learning
4. Comprehension Consistency
5. Satisfaction Enjoyment
“Usability is like
Mobile
oxygen –
you don’t notice it
until it’s missing.”
-Unknown
In-Room

9. Concept Testing
People are not brand loyal anymore.
People move on to the next big, shiny object at one mention by a
Facebook friend or a Pinterest post.
So what to do as someone who develops and markets products
and services?
Obtain direct input BEFORE going to market. Test at every
step of development. Eliminate doubt and guessing. Come
away with complete validation.
Testing in the short-term will reap countless benefits and ROI in the
long-term. You will come away with a clear and strategic plan.
Methodologies We Use:
 Online multi-day discussions and 1-1 interviews
 Online focus groups
 24hr quantitative survey

10. What Concept Testing Looks Like
Features Include:
 Wide geographic reach
 Better user experience
 Qualitative and quantitative options
(as well as combined in the same study)
 Immediate in-depth transcripts and real-
time data
 Convenient for clients and participants
 Ability to post all types of media for review
 Video or text options available
 Range of options available based on budget
Discussion Boards
Video Groups Embed Quant

11. Recruiting
What is the most important part of market research? Asking the right people the
right questions. We help you find these people in new, innovative and cost-
effective ways.
Our team includes people who pioneered the use of social media to find
qualified and engaging respondents. No panels. No professional research
participants. We recruit fresh respondents on a project basis.
Our recruiting methods have several advantages: 50% less per respondent than
traditional methods, obtain a ready-to-participate sample within 48hrs, qualified
people screened twice, use to find niche and “hard to reach” people.

12. What Recruiting Looks Like
Advantages:
 Less expensive than traditional methods - 50% less
 Fast – as fast as 48hrs
 Qualified – multi-step screening process
 Niche and hard to reach are easy for us
 Use with any of our research methods – online,
offline, qualitative, quantitative
Cycling Enthusiasts
Baby Boomers in KC Online Grocery Shoppers
Organic Dog Food Purchasers Teens NOT on Facebook

13. Side Smirk LLC
New York, NY
research@sidesmirk.com
646.370.5957
www.sidesmirk.com