“Leslie provides magnificent analytics leadership that helps brands succeed. Her vision into capturing the data story of the impact of the analytics and the implications for the brand is outstanding. Being part of her team, I learned the importance of visual storytelling and not just reporting the "What?" but the "What does it mean? and "How can we help the brand?" Very fortunate to have worked with Leslie. ”
About
Digital marketing strategist, trainer, Tableau developer and researcher aiming to support…
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Wells Fargo
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Licenses & Certifications
Publications
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False Oracles: Consumer Reaction to Learning the Truth about How Search Engines Work
Consumer Reports (Consumers Union)
See publicationA year after the U.S. Federal Trade Commission (FTC) determined there was a need for “clear and conspicuous disclosures of paid placement” on search engines1, Consumer WebWatch released data from a new study that shows consumers can’t always discern paid search from pure search results.2 Key findings were released April 24, 2003, in New York City at Consumer WebWatch’s First National Summit on Web Credibility.
This study, which tested 15 major search and navigation sites, used an…A year after the U.S. Federal Trade Commission (FTC) determined there was a need for “clear and conspicuous disclosures of paid placement” on search engines1, Consumer WebWatch released data from a new study that shows consumers can’t always discern paid search from pure search results.2 Key findings were released April 24, 2003, in New York City at Consumer WebWatch’s First National Summit on Web Credibility.
This study, which tested 15 major search and navigation sites, used an ethnographic approach that allowed researchers to observe experienced Web searchers in their natural surroundings.
Search companies have done their own usability-related studies, but the results are usually proprietary. Context-Based Research Group, a cultural anthropology research firm based in Baltimore, conducted the field research. -
Experts vs. Online Consumers: A Comparative Credibility Study of Health and Finance Web Sites
Consumer Reports (Consumers Union)
This expert study was launched jointly with a parallel, consumer-focused study, How Do People Evaluate a Web Site’s Credibility? Results from a Large Study, conducted by the Stanford PTL and Consumer WebWatch, which asked over 2,600 average people to rate the credibility of Web sites in 10 content areas. Our study then compared how experts and consumers evaluated the same health and finance sites to understand if and how consumers failed in their assessments. By comparing the expert and…
This expert study was launched jointly with a parallel, consumer-focused study, How Do People Evaluate a Web Site’s Credibility? Results from a Large Study, conducted by the Stanford PTL and Consumer WebWatch, which asked over 2,600 average people to rate the credibility of Web sites in 10 content areas. Our study then compared how experts and consumers evaluated the same health and finance sites to understand if and how consumers failed in their assessments. By comparing the expert and consumer evaluations, we hoped to identify any gaps in consumer
education and begin to design guidelines for improving consumer understanding of online credibility. Furthermore, by studying experts in two diverse fields — health and finance — we
aimed to learn about field-specific credibility in order to inform Web design guidelines and consumer education needs.Other authors -
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How Do People Evaluate a Web Site's Credibility?
Consumer Reports (Consumers Union)
Key findings:
We found that when people assessed a real Web site’s credibility they did not use rigorous criteria, a contrast to the findings of Consumer WebWatch’s earlier national survey, A Matter of
Trust: What Users Want From Web Sites, released April 16, 2002. In this poll of 1,500 U.S. adult Internet users, people claimed that certain elements were vital to a Web site’s credibility (e.g., having a privacy policy). But this most recent Web-based credibility study showed that people…Key findings:
We found that when people assessed a real Web site’s credibility they did not use rigorous criteria, a contrast to the findings of Consumer WebWatch’s earlier national survey, A Matter of
Trust: What Users Want From Web Sites, released April 16, 2002. In this poll of 1,500 U.S. adult Internet users, people claimed that certain elements were vital to a Web site’s credibility (e.g., having a privacy policy). But this most recent Web-based credibility study showed that people rarely used these rigorous criteria when evaluating credibility (e.g., they almost never referred to a site’s privacy policy.) We found a mismatch, as in other areas of life, between what people say is important and what they actually do.
The data showed that the average consumer paid far more attention to the superficial aspects of a site, such as visual cues, than to its content. For example, nearly half of all consumers (or 46.1%) in the study assessed the credibility of sites based in part on the appeal of the overall visual design of a site, including layout, typography, font size and color schemes.Other authors -
Courses
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Adobe Insight.1
Analyst
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Adobe Insight.2
Architect
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Adobe Test&Target
Power User Training
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