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CATALYSTGROUP
vs.
Roku Digital Media Player
October 2009
ROKU - DIGITAL MEDIA PLAYER
Introduction
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ROKU - DIGITAL MEDIA PLAYER
Objectives
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Overall Feedback
Gather users’ general impressions of the bundled
services on the Roku, including overall functionality,
presentation of content, and overall fit with user
expectations and needs.
Device Usability
To assess the usability of the Roku device as users
perform tasks involving:
Activating/Registering the Roku
Finding/Buying a movie
Watching a movie
Comparison
Gather users’ preferences between Netflix and Amazon
Video on Demand services via the Roku player.
Future Use
Gauge users’ reaction to the overall value of the Netflix
and Amazon Video on Demand via the Roku and their
willingness to use or continue to use one or the other.
ROKU - DIGITAL MEDIA PLAYER
Methodology
User Profile
11 users were tested during August 2009 at the
Catalyst Lab in New York City.
Each session lasted 45 minutes.
All users expressed interest in watching movies.
5 users were Netflix members or were members in the
past.
None of the users had previously used a Roku.
Users were not initially told about the Roku player nor
that Netflix or Amazon were the focus of the
discussion.
Think-Aloud & Review
Participants performed a list of realistic tasks
(e.g., highlighting text, etc.) after which they were asked
to comment on their experience using the device
(i.e., citing their likes/dislikes, ease/difficulty, suggested
improvements, value, etc.)
Before the end of each session, participants were asked
to select the service they liked best and explain why.
Participants were also asked whether they would likely
purchase or use either device.
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ROKU - DIGITAL MEDIA PLAYER
The intention of these discussions was to provide
insights and design direction; not quantitative
assessment.
The observations in this repor