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More data. Less time. It’s a common theme within the research community that with every technological advance-ment, the expectations from our key partners and stakeholders continue to be amplified. The requested timelines for many marketing research projects continue to shrink, from months to weeks to days. Meanwhile, the demand for more frequent and robust research – especially in the areas of concept & new product testing, and creative development – only continues to grow. As a re-searcher, it can be taxing to meet these 21st century needs, let alone to keep everything within budget. This session will address & provide solutions for overcoming these pressures in today’s rapid re-search environment. Google Consumer Surveys and GutCheck will discuss how their innovative methodologies can be leveraged in tandem to enable researchers and marketers to collect – and act on – both qualitative and quantitative insights more quickly and effectively. We’ll highlight what techniques, approaches, and tools you can use to accelerate and amplify your research to meet the needs of your clients. We’ll demonstrate the value you can bring to your organi-zation by using new strategies to identify and optimize winning concepts, new product ideas, or crea-tive executions in a matter of days. We will walk through real-life challenges that businesses are facing, and how using both plat-forms can reduce strain on turnaround times, data completeness, and importantly, budgets.
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Matt WartaCo-Founder & CEO
Jon SadowBusiness Development
24 Hours to Insight: Accelerating Quant/Qual
Research & Testing
• On-demand research community platform
• Equivalent quality to traditional vehicles
• Full-service or self-moderate• Generate 3 – 5x the feedback
for your research budget
• Real-time survey platform• End-to-end survey solution:
from creation to analysis• Industry-leading data quality• Automated reporting interface
and insight identification
Agile Research Case Study
Business Context:CoverGirl is continuously looking to refresh their line-up with
appealing product ideas.
Case Study:
Research Objectives:• Uncover and validate barriers• Assess appeal, persuasion, and recall• Identify areas for further refinement
Achieve research objectives more expeditiously with quality equivalent to traditional vehicles
Target: US women 18-65 who use foundation.
GutCheck conducts in-depth interviews to get feedback on copy / uncover barriers
GutCheck uses Google to validate barriers
Iteration 1-GutCheck-Real-time In-Depth Interviews-n = 25
Iteration 2-Google Consumer Surveys-Real-time Quant Study-n = 500
Case Study:
BUSINESSCHALLENGE
ITERATIVEDESIGN
(2 – 4 HOURS)
LEARN(IMMEDIATELY)
ON-DEMAND RESEARCH TOOLS
(24 HOURS)
High involvement purchase / “try before buy”
Consumers look for guides/cues at shelf to help choose correct product.
Use of celebrities helped appeal but other elements also drive purchase.
Consumers are open to trial (even if happy with current product) but being able to try before buying is important.
At shelf, price is a key decision factor and so consumers want reassurance product will work before investing.
Case Study: Results
“If I see an ad or commercial or a great sale, I will buy other brands
to try them.” (Female, 29)
“If I see an ad or commercial or a great sale, I will buy other brands
to try them.” (Female, 29)
“I like Maybelline and L’Oreal a lot. But now and again I like to try
different things to see if something will work better than
others.” (Female, 21)
“I like Maybelline and L’Oreal a lot. But now and again I like to try
different things to see if something will work better than
others.” (Female, 21)
There’s an opportunity to capture the market’s attention by avoiding the “same old” message.
Case Study: Results
“It shows the makeup on spokeswomen and models, everyone looks flawless and beautiful. A lot like other makeup commercials I have seen” (Female, 29)
“It shows the makeup on spokeswomen and models, everyone looks flawless and beautiful. A lot like other makeup commercials I have seen” (Female, 29)
“…most beauty product commercials all communicate how different they are from the next product. Most of the time, they're not any different at all.” (Female, 27)
“…most beauty product commercials all communicate how different they are from the next product. Most of the time, they're not any different at all.” (Female, 27)
Case Study: Results
If using celebrities in advertising, they need to be relatable to the target audience.
“I see the value in using famous people in advertising… It would mean more to me to
have normal women in the ad, not stunningly beautiful women who have
access to the best makeup artists. (Female, 45-54)”
“I see the value in using famous people in advertising… It would mean more to me to
have normal women in the ad, not stunningly beautiful women who have
access to the best makeup artists. (Female, 45-54)”
The Value of an Agile Research Approach
Insights in 24 – 72 hours; report within 5 days
Optimize concepts by easily making in-field refinements or adding additional iterations
Improve outcomes by generating 3 – 5x the consumer feedback for each research dollar
Quality insights equivalent to traditional research vehicles
Question & Answer Session
Thank You!
Matt Warta, Co-Founder & [email protected](303) 877-8684
Jon Sadow, Business [email protected]
(650) 214-7402
