Actionable and cost effective global brand performance measurement can deliver real competitive advantage but, for many b2b sectors, online fails to reach and engage with enough of the right audiences.
Multinational software corporations are just one group facing this challenge.
By fusing a telephone approach with the short and snappy style of an online questionnaire more interviews were achieved without appointments delivering speed and cost benefits. Live in-field results tracking flagged markets where interest in cloud was lower than expected and a probe question was added to capture the reasons why.
With insight drawn from interviews with 2,000 global enterprise software decision makers this client was equipped not just with the brand tracking measurement they wanted but also with clearly defined opportunities to target and develop wider cloud potential.
FatFace, a UK High Street retailer, needed consumer insight (fast!) to inform future supply chain strategy.
There was a clear need for both qual and quant input but insufficient time for a traditional two stage approach. Turning the process on it’s head an online quant survey was used to fact-find followed by a three day online forum with core online shopper groups. Using the online quant survey as a recruitment vehicle to select the ideal participant mix for the forum dramatically shortened the project timeline. Being online the forum removed the geographic boundaries faced by traditional focus groups and allowed us to include the views of more than 50 shoppers.
Analysis established a set of fundamental truths to guide future supply chain design including the need to address anxiety over waiting in for parcel deliveries and tackle the existence of the “parcel ninja”. This delivery operative appears to sneak up the path and post the “sorry we missed you” card in the blink of an eye.
Hastings Direct, one of the UK’s fastest growing insurance companies, wanted consumer feedback to prioritise and develop new creative ideas.
The brief indicated a preference for a focus group approach but to achieve this and deliver the desired level of regional coverage would have been too slow and blown the budget.
Using an online forum rather than traditional focus groups extended the geographic reach and made it possible to include 3x more participants. Being able to make some responses unbiased increased confidence when it came to assessing knowledge and conducting gross negative checks on any potentially sensitive messaging.
Reporting provided detailed findings and recommendations for each creative as well as over-arching message and creative guidelines to optimise the impact of the nostalgic seaside theme.
Smartphone technology has changed our habits and continues to challenge many of our assumptions. This forward thinking forex company wanted to explore corporate travel management attitudes to some new e-wallet concepts as part of the development process.
In-depth interviews with international travel decision makers from small businesses to blue chip corporates quickly identified those groups for whom the concept was most appealing and the needs that it could be convincingly met.
Analysis also revealed a number of insights into corporate travel management needs and priorities to help position the concept for success including increased appeal for use in emerging markets.