Case Study – sparkling agile consumer insights before all the bubbles are set free!

The traditional way of approaching this consumer insight project would have been to run face to face focus groups, and stage in-home interviews to understand how the brand was invited and positioned in the home. The difficultly with this was that the cost to complete such a project would run into the multiples of tens of thousands of dollars, and would take considerable time to plan, execute and complete. This method was simply too costly and would not meet the required communications timeline – it would be all over before it had chance to begin. This is where GroupQuality’s agile approach to market research using online insight collection methods was a perfect match for Vizeum Australia and SodaStream. Background The client, strategic media agency Vizeum Australia, approached GroupQuality to assist them with a major consumer research project. GroupQuality was chosen for their expertise in providing leading market research software and insight consulting services. The brief was to provide Vizeum Australia with strategic insight to help formulate the national media and brand communications strategy for SodaStream Australia. This required the development, management and analysis of eight simultaneous, online mini community discussions. Previously, SodaStream Australia had conducted quantitative survey research to understand the Australian market. The research was effective in providing insights around the product category, brand and purchase motivators. But there were a number of knowledge gaps which could only be addressed through the use of qualitative community research and that’s where GroupQuality slotted in to the Vizeum team. There were a number of strategic questions that needed to be answered for Vizeum Australia to be able to complete the...

Insights from online discussion board saves direct mail campaign

Traditional face-to-face focus groups are regularly used to test creative and direct mail collateral before they are sent for pilot testing. But there is now a faster and more cost effective way of testing marketing collateral without losing any of the quality. A more insightful way of thoroughly testing the impact of both the marketing and creative, while getting closer to the consumer’s view of your world. In this case study we provide one example of how a fast online discussion replaced a traditional face to face focus group and helped to save a direct marketing campaign. The client needed to provide strategic communication advice, key message development and copy writing services for a government-sponsored health initiative called “Get-Healthy”. 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 was 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 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. What they did Due to the geographic dispersion of regional and metropolitan participants online Discussion Boards were chosen over real-time groups due to, participant availability (they were able to contribute to the discussion at a time...

What is an online market research agile community discussion board and how can I benefit?

If you ever wanted to engage a segment of a target market or customer database, in real-time, then you know how difficult it can be to do this quickly, cheaply and effectively. Stay informedsubscribe First Name Please add your first name Email Address Please add your email address Submit There are times when you need to go beyond surveys and find out why people think and behave a certain way. You may be time poor and your budget simply does not stretch to setting up and managing a long term private community. You may have a great Facebook page following, but you need to invite followers into a popup private community environment where you can talk about “top secret” ideas, products and services. Perhaps you need to identify what you are doing wrong or what needs to be done better. A quickly deployed – popup – Online market research community discussion is a perfect and agile market research method that delivers actionable insights cheaper, faster and easier! A market research popup community discussion board is the next generation of the old style forums! and includes many of the new features offered by online communities. They enable you to quickly post discussion topics either manually or automatically at a scheduled date and time. The participant logs-in to the discussion board website using a unique username and password. The participant may then post a comment about the current discussion topic, either by  computer or mobile device. You can reply to a comment and participants can respond to each other, rate topics, participate in private or open discussions, and complete polls and...

Ultimate moderator’s guide: online focus groups.

There are typically two forms of real-time (live) online focus groups: the popular text chat online focus group and the video and audio online focus groups. Chat or text based online focus groups are a great way to start realising the benefits of using online focus groups. they are easy to set up and are very satisfying for participants who feel they are more part of an experience than a process. Reports and transcripts from the group discussion are available immediately. Webcam or video and audio based online focus groups are growing in popularity as internet speed and capacity increases. Video and audio groups require the participant to have access to a web camera and a set of earphones and a microphone. Not everyone is comfortable appearing on camera, but audio and chat focus groups provide a hybrid method for those topics which may require a little more personal sensitivity. How to plan a real-time (Live) online focus group discussion. Stay informedsubscribe First Name Please add your first name Email Address Please add your email address Submit The success of your online focus group is determined by the time you spend preparing your research plan /discussion guide. Like most online research projects, putting together an online real-time group typically adheres to an 80/20 rule, with 80% of your time spent planning and the remaining 20% actually conducting the group. The GroupQuality® built in Plan Manager provides you with all the help and tools you need to design an online discussion guide. A discussion guide includes topics you post to the group to both initiate and guide the groups discussion....

Text-Based Qualitative Data to Understand the Voice of the Customer

The “voice of the customer” (sometimes abbreviated as VoC) is a vital measurement for any marketing, sales or customer service activity. Without it you really have no idea if you are driving the business in the right direction. Qualitative data from customer conversations is a goldmine of insight waiting to be mined, and the only way to truly capturing the voice of the customer. While quantitative data obtained from online surveys helps you understand how a customer interacts with a brand. Qualitative textual data helps you understand the behaviour and motivation which defines a customer’s journey. We are surrounded by customer conversations and by using both unstructured and structured textual analysis we can finally hear what customers are saying about an organisations, brand, product or service. Text-based qualitative responses found in social media can help a brand identify the customer chatter that surrounds a product or service. But structured qualitative feedback can help you understand the ‘why’, ‘what’ and ‘when’ behind these conversations. Without this information, a disconnect could easily exist between how a business thinks customers perceive its products and services and what they actually think. Providing customers with the ability to provide structured qualitative feedback, can give a business a depth of insights not available through quantitative statistics alone. Only through qualitative data analysis can a brand understand the true depth of reactions, emotions and discourse that a product or service evokes. Why VoC is crucial It wasn’t that long ago that the term “voice of the customer” was first used. It originated in a 1993 paper by Massachusetts Institute of Technology professor John R. Hauser and...

How does qualitative data add meaning to your quantitative analytics?

Businesses need to understand the context and meaning of quantitative data and analytics before using it to make decisions which effect the bottom-line. Qualitative insights are the prefect partner for quantitative analytics. The two approaches might seem like night and day, but in truth one is like a super power booster for the other.  With the advent of big data the push to use insights to predict consumer behavior has never been so great. But making decisions based on quantitative analytics alone, without first understanding the underlying motivation behind the numbers, is like driving a car at night without any headlights. Qualitative insights reveal the story behind the quantitative analytics. A business or organistion needs to be aware of how qualitative insights can complete the picture, and how to effectively capture, analyse and action those insights. By integrating qualitative data analytics into your business or marketing processes you add context and meaning to your insights and are able to drive informed decisions. So where do you begin? To keep it simple lets look at some of the ways people naturally make use of qualitative information, and how that process can lead to more formal decision making based on structured qualitative analytics. Identifying Response Trends Stay informedsubscribe First Name Please add your first name Email Address Please add your email address Submit While published critics use systems like “two thumbs up” or “4 out of 5 stars” to give concrete numbers to things like movies, in truth the evaluation is never that simple. Despite the complexity and nuance of someone’s opinion, overtime we can spot patterns in their responses based...