One of the world's leading consulting firms wanted to redesign its Web site to align with a new marketing program. The firm needed to understand whether new concepts for the site successfully communicated that in addition to its core technology offerings, it offered a broad range of strategy consulting services.
Brainstorming was used with senior business executives to test the new site concepts. During the in-person sessions, a general discussion of consulting firms, led exposed executives to the new site concepts, and gathered reactions to various competitor sites.
Brainstorming exposed several aspects of the new site concepts that needed refinement before launch. Comments from executives showed the importance of clearly communicating the role of the Web site as a complement to the existing sales process. In addition, the sessions highlighted the need for industry specific content.