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Case Histories in Online Marketing Research
Online Solutions developed by BetaResearch.com
ONLINE CASE #1:
Manufacturer Of A Leading Brand Of Ice Cream
Situation:
- Determine consumer purchasing intentions for current products and reactions to proposed co-branded products.
The difficulty -- the co-branded product didn't yet exist, but needed to be shown to respondents.
Solution:
- Develop electronic graphics for the proposed products ... thus saving time and money on traditional mock ups and
delivery of actual samples to respondents.
ONLINE CASE #2:
Major Financial Magazine
Situation:
- Measure how and why Americans are investing in relation to the ups and downs of the financial markets.
Solution:
- Tie each set of daily research results to the rise and fall of the markets.
- Modify the questionnaire "on the fly" to adjust for major changes in the Dow, NASDAQ, etc.
ONLINE CASE #3:
Major Music Award Organization
Situation:
- To be eligible for an awards program, elementary schools first needed to go online and apply anonymously, then return later to review and complete their questionnaires. The anonymous approach required giving respondents a log-in and password before starting the survey.
Solution:
- Develop a protocol that automatically assigned a log-in and password after respondents completed the first page of the survey. This allowed them to leave the survey and come back later to review/complete their questionnaires.
ONLINE CASE #4:
Personal Computer Manufacturer & Weekly Business Magazine
Situation:
- The launch ad of a campaign was completed on a Friday. But the manufacturer wanted buyer feedback before giving their final approval to start running the ad three days later, on Monday.
Solution:
- The study was put online and ad testing began within three hours of receiving it on Friday.
- The survey was closed and data reported to the client at noon on Monday.
- Top-line data was made available in real-time via the Internet.
ONLINE CASE #5:
Consumer Magazine Panel: Trend Data From The Teenage Market
Situation:
- It was felt that an extremely lengthy questionnaire would generate respondent fatigue.
Solution:
- Create groups of rotating questions, providing a balanced response among all market segments studied.
ONLINE CASE #6:
Consumer/B-to-B Publisher Of 80+ Magazines
Situation:
- The client wished to field a study to the audiences of 80 different publications. Each version needed to be branded for that publication and had to include a unique URL. Data across all publications had to be combined and available for real-time reporting.
Solution:
- Report all data to one central location while maintaining each publication's brand and unique results.
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