Case studies
Technology
IDC Mobile Panel
This panel was made up of road warriors, who commuted and traveled with laptops, PDA's and multi-function cell phones. IDC, a technology market analyst and consulting firm, executed regular online surveys for its clients, including carriers, wireless providers, software and device makers and services firms. IDC was able to create better forecasts and identify emerging markets, track technology adoption and migration rates, as well as measure vendor brand health and market shares across multiple product categories. They also used it to conduct custom research for individual clients, saving time and money on execution.
Cisco
We set up a market performance tracker for a new government segment marketing initiative. We recruited a blind panel (client-sponsor is not identified) of government IT decision makers, so that there was no response bias with each quarterly wave. We were able to track 6 performance metrics, including awareness, consideration, perception, purchase intent, actual purchase and repurchase intent, across 8 competitors and 10 product categories. We were then able to measure quarterly changes across the key marketing metrics and help Cisco tune their message and adjust market campaigns to maximize effectiveness.
Motorola
We set up a panel of embedded computing decision makers in Europe and the US, to establish a benchmark about awareness and perception of Motorola and its key competitors. Quantitative measures of key positioning issues were established that then acted as a baseline against which Motorola can measure marketing campaigns on industry leadership and platforms.
Expedia
We helped architect the travel industry's first online panel. We recruited and profiled a representative panel of customers and surveyed them for a variety of customer satisfaction and loyalty issues, as well as testing new services and promotions. In the turbulent months after 9/11, Expedia was able to read and anticipate travelers' vacation and business needs, customizing domestic and close to home packages. The company successfully rode out the dramatic slowdown hitting the industry in late 2001 and 2002.
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