The Situation:
A national consumer housewares manufacturer wanted to improve the efficacy of its market research practices in order to provide more accurate direction and support for its product development decisions. Even though the company maintained a full-time staff to direct and execute its consumer research projects, it still had to partner with a full-service research agency to fulfill the sample planning and data collection processes for each initiative. While this approach typically garnered the type of data for which they were searching, senior management became increasingly frustrated with repetitive tasks, requisite communications, and multi-step approval processes between the internal research group and the partner agency.
The Need:
The manufacturer realized that, because it already employed the people and expertise to plan, conduct, and analyze its market research, a long-term relationship with a traditional agency didn't represent the best use of its available budget. What the company really needed was a research solution that allowed the company to augment its current resources with sample planning and data collection abilities, self-direct the project management and approval processes, and reduce the time and money needed to complete individual initiatives.
The ClickIQ Solution:
ClickIQ configured its IQPortal solution to provide an integrated, desk top platform from which the company's internal research staff can:
- Target potential study participants via the e/visor consumer panel using precise profile information specific to the manufacturer's target demographics, product ownership patterns, and retail purchase behavior
- Write, review, and execute online surveys
- Obtain real-time survey responses and download completed data into their existing analytic software
- Archive, retrieve, and edit executed surveys and sample characteristics to facilitate quicker turnaround on new projects
The Results:
By becoming an IQPortal subscriber, this consumer housewares manufacturer pulled all needed market research resources under one roof, sharpened the ability to reach deeply profiled survey panelists quickly, and automated the data collection and analysis process. In doing so, the company realized an 80% reduction in project turnaround time and a significant drop in individual project costs. And more importantly, this new practice allowed the company to reallocate its resource budget so it spent less on redundant project planning and oversight and more on what really matters - accurate, efficient consumer insight.
|
