McCabe Spruces Up MRG’s Online Identity

BOSTON McCabe Duval + Associates said it has been selected to update Management Research Group’s online identity and make the individual and corporate assessment and coaching company’s Web site more user friendly.

“We knew we needed a completely new Web site targeting a very different audience, but we weren’t sure how to approach it,” said Tricia Naddaff, president of MRG in Portland, Maine. “It has proven to be an enlightening choice.”

McCabe Duval, also in Portland, enlisted crosstown firm Critical Insights to provide empirical information about the perceptions of MRG and to test various Web site messages via an e-mail questionnaire sent to high-level managers throughout the U.S., Europe and Australia.

Through this research-driven approach, “we were able to make strategic choices about the message content before actually working on the design,” said agency president Chris Duval. “The process [known as Smart inside the agency] also enabled us to let the research drive the design, rather than relying solely on the client’s own perceptions.”

The redesigned MRG site is scheduled to launch by the end of 2005. The project was budgeted in the low-six figures.

—Adweek staff report