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Flash Interactive Surveying - the future of online market research

Flash Interactive Surveying - the future of online market research. Flash Surveying - a very quick briefing. What they look like The things you can do with flash The benefits of using flash FAQ’s about Flash When to think about using it. Introduction.

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Flash Interactive Surveying - the future of online market research

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  1. Flash Interactive Surveying - the future of online market research

  2. Flash Surveying - a very quick briefing • What they look like • The things you can do with flash • The benefits of using flash • FAQ’s about Flash • When to think about using it

  3. Introduction • Jon Puleston – President of GMI Interactive • Founding director of Media-Intelligence (purchased by GMI) • 15 year expience as a market researcher working in media research – planning, commissioning and analysing research

  4. More customised Question apporaches Simulated shopping Survey creator v1 • 30 Pre-design question templates • Fast creation tool • Managed distribution Specialist Ad evaluation techniques Mass produce custom branded flash surveys Started to explore the boundaries of using flash as a survey tool 1 hour 1 week They proved popular We started out hand building flash surveys about 5 years ago Research technology company Media technology company But took about a week to develop

  5. Today? • Working with V3 of our flash authoring application “Survey Design Studio” • Built a host of specialist online survey applications using flash • In 2006 purchased by GMI • Who are now heavily Investing in the development our technology current developing v4 of our application • A dedicated support team in to code up flash surveys and create custom questions for survey • Work for research companies around the world developing flash surveys

  6. Some examples of our surveys

  7. Some examples of the creative things you can do with flash

  8. Custom modules & tools

  9. Clicktesting • Clicktesting is a powerful technique to measure what respondents look at when viewing a page of stimulus material • Ideal for evaluating advertising creative, editorial layouts and product design • Media Intelligence have pioneered this technique and developed some unique online reporting tool to allow clients to view the results from click test studies

  10. Example Poster Ad 2 Ad 1 Adding face = 37% more first clicks

  11. Dial testing – broadcast evaluation Dial testing Dial testing – reporting module • Flash is the ideal platform for evaluating broadcast media • Media intelligence have developed a range of dial testing techniques to allow respondents to give second by second feedback on broadcast material • This technique can be used to test ads and even whole television programmes

  12. Benefits of flash:Consumer Perspective

  13. Tested head to head our flash surveys versus itentical HTML equivialants

  14. Enjoyed doing this survey Over 90% of respondents said they enjoyed doing our flash survey

  15. Examples of the type of things respondents say It was quick and easy, no clicking to next page all the time Not repetitive, pages loaded very quickly I really enjoyed doing this survey Well designed and liked how there was no wait or falter between one question to the next It was easy to read and complete The design was great and easy to use. Very easy to go back to previous question. It was fun! The survey had a finished appearance. Very well designed I particularly liked the slider question. Less boring that most of the survey I am asked to do Appealing to the eye, not simply lists of boring questions. Quick and funky! made me feel happy filling it in!

  16. Why?

  17. Would participate in more surveys like this (definitely agree) More than double the number of respodents they would definitely like to participate in more surveys like this (Flash v HTML)

  18. Benefits of flash:Researchers perspective

  19. Improving engagement = better feedback Average number of words Flash can help to double the word count

  20. Improving engagement = better quality data • What happens when respondents get borred answering quesitons in a survey? In space of 10 minutes 15% of respondent have changed their opinion!

  21. Improving engagement = better quality data Neutral responses

  22. Stanard Matrix v Custom quesitons By making a question more enjoyable to answer more attention is given to the answer

  23. Common questions • How compatible is flash • 98% - pre-installed on all computers since the launch of Windows • Are flash surveys only viable for broadband users? • NO • Basic files under 100kb file if need be • Queue streaming of all content & commonly used to engage dial-up respondents • Are there any language barriers? • NO • Local fonts can be embedded • Translation module • Does it cost more than conventional surveys? • Yes/No • Basic coding cost competitive with HMTL • Can pay for itself with the improved volume/quality of responses • More custom questionnaires do cost more depends on what you want to do but relative to sample costs still a fractional cost • How do I create a flash survey? • Using our technology – available under licence • Using a service burea

  24. What type of projects is flash good for?

  25. Running panels • Case study:HarperCollins • Task • Pool of 3,000 readers sourced via websites and promotions • Costly to recruit €10+ • Use to evaluate marketing and promotional material and make judgements for new book launches • Solution • Set up custom branded survey interface • Research department create own survey using our design studio application • We aid in developing more custom survey content • Results • Publish 20 surveys a year • Over 50% of panelist still active after 3 years • Panelist look foreward to doing surveys in the same way as they look foreward to doing crossword • Panel grown now organic – people ask to joint

  26. Maximising responses • Case study 1:Reuters • Task • Survey amongst City traders • €100 per panelist recruitment costs • Solution • Engageing Flash survey • Intelligent use of autonexting and routing • Results • 88% completion rate • Case study 2:Sun • Task • Survey amongst C2DE Sun readers • Low participation rates and low interest in doing online surveys • Solution • Engageing Flash survey • Autonexting • Well advertised prize • Results • 92% completion rate

  27. Project you are looking to emotionally engage your respondents • Case study:Lovemarker surveys • Task • Asking respondents to think about brands as people • Long complex, potentially very boring survey • Solution • Flash animation to explain the tasks • Custom flash quesiton to engage them in the tasks

  28. Company customer satisfaction surveys • Case study:The Times • Task • Gaining feedback on Times new website • Recruitment via the website • Solution • Simple Custom branded survey

  29. When you need to visualise something • Commonly asked to build simple search and select task – where we time how long it takes to find a product and record selection • Layout designed to look like a shopping environment • Can be easily integrated directly into our surveys • We offer full photoshopping and shelf mock-up facilities

  30. Summary • Flash is a powerful tool for conducting online research • Consumers love it • It can deliver better quality data • Offers you a range of new techniques for conducting online s

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