The Challenge:
Cable & Wireless wanted to maximize the effectiveness of their global online marketing efforts in driving purchases from new and existing customers. Prior to undertaking a major Web site re-design project, Cable & Wireless needed to know the cues its customers -- IT decision makers around the world -- use to evaluate a company or a brand based on their Web sites.

The Solution:
SpectraCom worked with Cable & Wireless on a series of research projects to evaluate their current sites and better understand how global differences in design preferences affect potential customers' perceptions of the company. We held in-person interviews and conducted online surveys in seven languages with hundreds of IT decision makers in the US, Europe and Japan. By identifying and understanding the design, content and navigation cues that were most important to include in the re-designed Web sites, Cable & Wireless was able to make targeted changes to their sites to convey their desired brand image to their customers and potential customers.