Agile online market research revitalises a brand

Background: The client has been successfully operating in the home loan broking industry for over 2 decades. Due to shifts in the industry, they were looking to increase their market-share in more profitable markets, however, there were concerns that opportunities were being held back due to the current perceived market positioning of the brand. Objective The principal objective of this research was to identify the true perceptions of the brand within the market, establish the current positioning in relation to competitors and provide recommendations on brand ‘renewal’. It had to be done quickly and on a tight budget. Not all participants would be available to travel, so online discussions and focus groups where a perfect match. Target groups Clients: past, present and potential clients who have or are looking to refinance, upgrade their home, or buy an investment property. Partner channels: industry partners such as Solicitors, Accountants, and Real Estate Agents who may refer customers. Home loan team: current staff who nurture and manage the customer and channel touch points. Methodology Clients Target Audience: Past, present and potential clients who are looking to refinance, upgrade their home, or buy an investment property within the next 12 months. Method: 5 day online discussion board. Participants: 15 Objective: To gain feedback on the service offering of the home loan service provider. Including opinions on current branding and marketing, and market position. Partners Target Audience: Industry partners, such as Solicitors, Accountants, and Real Estate Agents. Method: 5 day online discussion board. Participants: 11 Objective: To gain feedback on the service offering of the home loan service provider. Including opinions on current branding...

VET & workforce real-time online focus groups

Background: A government relations, marketing and advertising consultancy who had been engaged to provide strategic communication advice, key message development and copywriting services for their client with a specific education and training public initiative. Our client was responsible for communicating to stakeholders about national changes to the VET system at a local level, promoting awareness of the initiative and building knowledge of the organisation amongst stakeholders. Objective To use agile and low cost online market research methods in order to reveal insights about training and workforce development. To ensure the language, tone and content of the communication material was relevant and on track for all targeted audiences. Target audiences There were 3 primary audiences for this study: 1. Registered Training Organisations (RTO’s) 2. Learners (Students) 3. Employers and Industry Methodology Method: 3 x Online Focus Groups – 1 group per target audience Participant numbers: 10 per group Duration: 60 minutes per group Outcomes The consultancy took the results and formulated the communication strategy and collateral to roll out across the different channels. This communication included keywords, descriptions and info that was highlighted by the target audiences as important and preferred. This ensured the language, tone and content of the communication material was relevant and on target for all audiences. The research data also assisted in developing a name for the program that would engage each target audience. Furthermore, develop editorial for TasTAFE, Department of Education and the Skills Tasmania newsletters – “Fact Sheets” for each stakeholder group. The language used by the different target groups during each online focus group session, provided speaking points for Skills Tasmania employees, and...

Getting healthy online discussion board focus groups

Background: Online market research was chosen to support important strategic communication advice, key message development and copy writing services for a government-sponsored health initiative called “Get-Healthy”. Online market research was chosen because of its affordability, agility and convenience. The Get Healthy Service provides information and ongoing health coaching support about how to improve your lifestyle in relation to: Healthy eating. Being active. Achieving and maintaining a healthy weight. The communication under review is a direct mail package sent to targeted households. The proposed direct mail piece was to include details of the offer, relevant calls to action to encourage individual participation in the free program. Objective To provide online market research services to test and ascertain the effectiveness of a proposed direct mail piece for a state government health department to determine and pre-test the effectiveness of the content and presentation of the offer, prior to targeted distribution. Target audiences Male and female, 35-65 years, from low SEIFA postal areas. Methodology Due to the geographic dispersion of regional and metropolitan participants for this study, an online research methodology was an obvious solution. Online Discussion Boards were chosen over real time groups due to, participant availability (they were able to contribute to the discussion at a time convenient to them) and some restrictions on Internet reliability in some of the more remote regions. 1 x online discussion board group 3 days in duration 8 participants, plus 2 reserves 1 x moderator 1 x client Observer Based on the project objectives, the discussion was structured as follows (in context of receiving the material in the post): Day 1: Get it Day...

Online discussion board & online focus groups

An advertising agency and a state University needed to conduct online research to gauge the underlying emotions and motivations behind the student decision making process when choosing a university. The objectives of this research were to capture and understand the reactions to the current university advertising campaign, and to gain a deeper insight into the thoughts, feelings and mindset of potential university students. The knowledge gained from the research would be used to evaluate campaign messages and develop a future communication strategy. The research was conducted across 4 key target markets: Undergraduates School leavers Mature age students Postgraduate Career advancement A New start A hybrid online qualitative research methodology was employed to gain a deeper understanding of the needs and attitudes of potential students. Stage 1: Online discussion board homework. 12 participants were recruited to undertake an online task spanning 3 consecutive days. The homework was designed to explore the current stage-in-life situations of the student groups, the bases for the decision making processes and the current perceptions about the university. Stage 2: real-time (live) online focus groups 8 participants were identified during the homework task for their rich level of online contribution. A cross section of participants were selected based on the quality of the answers provided and invited to participate in a real-time (live) online focus group. The objectives of this online focus group were to expand and build on the insights gained during the homework tasks. Stage 1: Homework The homework session was facilitated using an online community discussion board. This is not a real-time method, but occurs over-time, and in this case was conducted over...