Case Study: Obama for America conducts remote usability testing with Ethnio

How Obama for America used Ethnio for the Presidential Campaign

Obama for America used Ethnio to support UX research during the 2012 presidential campaign, with the challenge of learning in real time how Americans were engaging with the campaign online. Their audience was broad and varied, ranging from new voters to committed supporters and volunteers, so they needed a way to conduct remote usability testing at scale.

Ethnio provided in-the-moment intercepts that enabled volunteer usability researchers across the country to recruit participants and run remote testing in a cost-effective way. According to the case study, Ethnio made the program possible and helped Obama for America better understand user behavior during the campaign, though no specific numeric results were reported.

Obama for America

Jason Kunesh

Director of UX Research