Helping Businesses Evaluate Their Internet Presence
http://www.nytimes.com/2002/06/12/business/media/12ADCO.html
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Bannan, Karen
New York Times, The
2002

Abstract:

To ensure that their Web sites are conveying the intended image, a growing list of businesses, including Avis Rent A Car System, McDonald's, Staples and Holiday Inn, are turning to companies that test usability and brand opinion for help. These companies conduct surveys and focus groups and even use high-technology eye-tracking devices to uncover how customers use a Web site and how their experiences affect feelings about the parent company.