Amherst College
Advancement/Alumni Engagement
Amherst College was interested in assessing its level of success in communicating with alumni of all ages via its Web site. The Amherst advancement team wanted to measure the effectiveness of the navigation, content, and look of the site, and asked Maguire Associates to conduct focus groups in two regions of the country.
We conducted focus groups in our own facility to solicit feedback from alumni in the Boston area and repeated the exercise in Washington, D.C. Alumni were guided through the site in real time to test the appeal and usability of the site. In addition, they were asked to provide feedback on their expectations for services from Amherst, further enhancing the College's ability not only to develop new and exciting ideas for the site, but also to increase the effectiveness of all forms of communication with alumni.
As a result of these focus groups, Amherst increased the level of its interactivity with alumni in the electronic medium. This research was also used as a valuable resource when the College redesigned its Web site.
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