Teaming with a consultant to improve research standards throughout a company
Our client’s client, a large technology company, was running a multi-product, multi-brand, multi-channel, multi-country campaign unified by one messaging element. The company was interested in a central system for evaluating the effectiveness of each different program. Our client sought our help in both the design and execution of a flexible, scalable, fast-turn, low cost measurement system that could be rolled out with little notice before and after the launch of each campaign element.
Method:
We worked with our client to build a highly-automated research-in-a-box (RIAB) solution. New media could be added simply by activating new modules, which, once specified, could be reused. Set-up and planning were key. Panels were sourced for all key target audiences, the core questionnaire was programed and pre-loaded in needed languages, and reporting tools were built so that data could be quickly processed and findings displayed.
Result:
Front-end programming was done on time and within budget. The design was able to function across all media and languages. Under the program, studies were quickly initiated and reported, with near real-time ROI calculations and the opportunity for mid-course corrections when warranted.