Web Lab

As the flagship lab of C3Research, the Web Lab combines an extensive array of innovative research methods and models with outstanding research facilities. From synoptic usability studies to a programmatic, yearlong Strategic Website Redesign – we do everything with extraordinary commitment and rigor.

Here is a preview of the various types of work we do at the Web Lab:

Web Lab Resources

Spanning outward from our headquarters in Orlando, Florida, we conduct Web Lab research through our network of partner facilities throughout the world. We also use traditional research methods such as focus groups, in-depth interviews, and surveys to complement lab methodologies.

24 Station Computer Lab

Real-time Observation Room

Eye Tracking and Neuroscience

Usability & Human Centered Interaction

A website with good usability is intuitive to use, anticipates user needs, and delights the user in the way it meets those needs.

Natural Surfing

In order to simulate natural browsing behavior, respondents surf the web freely as they normally would at home.

Directed Task

Respondent are given tasks and are asked to complete them on the client’s site to understand how consumers navigate the website.


A research executive replays the eye tracker session with the respondent and asks questions. This gives respondents the opportunity to explain their actions with the help of replay.

In-Depth Interview

The final exercise consists of a deep dive that is developed to understand the needs of consumers to better serve them on the web.

The I3R Web Brand Equity Model

Is your website an information kiosk or brand builder?

A website can be a powerful medium to build brands and drive purchase.

Many years of R&D and academic research went into building the Web Brand Equity model.

Information Channel

Moves a consumer from information processing to decision-making.

Interactivity Channel

Engages the consumer in a seamless series of intuitive and smooth interactions.

Image Channel

Builds the brand's personality through visuals, content, and copy.

Web Brand Equity Model Metrics




  •  Relevance
  • Novelty
  • Credibility
  • Comprehension
  • Comparison



  • Usability
  • Search
  • Task Framing
  • Frustration
  • Interest



  • Clutter
  • Attractive
  • Friendly
  • Intelligence



  • Overall Experience
  • Likelihood to Visit
  • Likelihood to Recommend
  • Usefulness of Site
  • Overall Site Rating



  • Brand Attitude Change
  • Intention to Try / Buy

Web Brand Equity studies are conducted in the Group Lab which is equipped with 24 computer stations. All computers can be watched live from the viewing room wall.

Web Brand Equity studies are conducted in the Group Lab which is equipped with 24 computer stations. All computers can be watched live from the viewing room wall.

Competitive Benchmarking & Strategic Canvas

Web Brand Equity research has been used successfully for competitive benchmarking, understanding category drivers, identifying critical areas for site redesign, and for developing an overall website redesign strategy.

Websites often look the same:

However, competitive analysis explains why one site does better than others.



Strategic Research for Website Redesign

We view website design as an iterative process. We build website strategies through the data gathered from competitive assessment and consumer modeling exercises. The competitive assessment exercise provides information to understand the current performance of the site in relation to competitors, which involves the use of our web brand equity model. The next step is to understand the different consumers in the target market and each of their needs and motivations. Using this information, we develop a website redesign roadmap that provides actionable steps moving forward. Once these steps have been implemented, the process starts again to continually optimize the site for the best consumer experience and conversion.


Competitive Assessment

  • Competitive Site Ratings on Web Brand Equity Model metrics
  • Competitive Drivers in the Category
  • Competitive Benchmarking – who is the best in each of the drivers.

Consumer Modeling

  • Needs and Gratification
  • Search Strategies / Key Words Tree
  • Information Needs and Processing
  • Decision Making
  • Segments / Personas

Website Redesign Roadmap

  • Deep dive to understand where we stand vis-à-vis competitive benchmarks
  • What can we do to strengthen Web Brand Equity
  • How can we increase conversion
  • New Site Concept / Tool generation and Testing