3.2.1 The awarded vendor will work closely with the Research Analyst and Research Director at NDTCA to develop a screener and discussion guide. 3.2.2 Study participants to be selected from include, but are not limited to: Those that are interested in visiting a destination’s website to research for travel information and have taken a leisure trip in the past 12 months with an overnight stay. Belong to one of the key demographic or psychographic targeted segments. Residents of current markets that Travel Nevada is advertising in along with potential markets that Travel Nevada may want to advertise in. Study participants are to be put into as close to natural conditions of exploring the website(s) as possible. This includes study participants using a device such as a desktop/laptop, smart phone, and/or tablet and viewing the website(s) as they would on their own. Participants should be encouraged to explain their reactions to the website(s) throughout the interview. The moderator should only probe when necessary to encourage the respondent to explain their reactions to the various features, functionality, navigation and content that they encounter. The current website(s), staging website(s) and “competitor” sites may need to be viewed during the interviews to help elicit detailed feedback. Each screen that the user is viewing will need to be recorded as the main image of the picture-in-picture recording (including cursor movement and site navigation). Video of the user’s comments, reactions and suggestions should also be recorded in the picture-in-picture image.
