We were talking to an independent, Australian owned and operated market research fieldwork company based in Sydney. They specialise in online and mixed mode research, data capture and processing.
The speed of market research is rapidly increasing. Their clients need data faster and faster and are always looking for ways to maximize research and reduce costs. They want rapid turnaround from brief to results and often at very short notice.
Their client is an advertising agency and wanted to get a quick read of a Television Advertisement (TVC). They need to know what people think about the TVC and it would be great if they can get a video of the participants with their views. They want really fresh, raw responses without any over production of the responses. They need it very quick so they have something for a production meeting early in the next week and they don’t have much budget so really need something under $2,000. This is a common scenario for field work specialists.
With SayWhatNow you can create a task and there are no management fees or subscription fees for setting up the task or using the application. You only have to pay for the responses that are collected.
Responses start at just $3 + GST per response for a response of about 2 minutes. To collect responses with images or videos will cost more. You only have to pay for the features you include in your task
A 2 minute task including a transcribed video (so I can create highlight reels) is $14 + GST per response. So for 100 responses that's $1,400 + GST. Creating reports and getting the data back is all included in that cost. There's nothing more to pay.
It's definitely worth explaining and documenting the exact steps to produce the task and get the end result.
This is a Case Study and isn't a training exercise or documentation but I think it's worth showing how quickly you can go from "thought bubble" to end product.
Get into SayWhatNow and create a new task
So now let's add some questions to the task. First off it's good practice to include a couple of screeners so we can make sure we get the right people.
Now I need to add in the TV Advertisement (TVC) that I want them to watch. I can upload a video and use the "Movie" question type to show them the video.
Now I need to add the video question to allow people to record a video about the movie I had them watch.
In addition to the vox pop I want to get a quantitative measure of what people think about the TVC. So I need to add a "Star Rating" question so I can collect some quantitative data.
So now I have 5 questions and I'm close to done. At this point I can see how much a response will cost.
The per-response-cost box gives me the breakdown of the response cost and the transcription cost per response.
I now need to decide on who I want to complete this task.
By default, it’s going to send out to a representative sample of everyone in every region and every age group. However, I can choose to get a more limited selection of participants.
Now all we have to do is test the task to make sure we're happy with everything. I can send the task to my own device as a test to make sure I’m happy with the result.
We're close to going live. Every task needs to be "Approved" before it can go live.
Approvals are necessary to ensure that no tasks are started that could breach the terms and conditions of usage of SayWhatNow.
This is good as it means the panel and the tasks are all highly curated and you can be sure no other user is polluting the panel at any time.
Once your task is approved you can set it to go LIVE. Once live you'll receive a quote telling you the maximum amount that is payable should the required number of responses be received.
You can now sit back and watch as responses come in. On any of the screens you will see updates as the responses are submitted. It becomes quite hypnotic watching individual responses pop up as they are submitted or the statistics change
When you view all responses for a specific question, like videos you can even use highlights (if I turned on transcription) to highlight specific parts of a video and create highlight reels.
The final outcome of this task was that we were able to very quickly see that there was a very positive reception to the advertisement. Both the quantitative values and the qualitative vox pops showed the TVC was a great success overall. We were able to build this snapshot and provide this data to our client with a very shot turn-around.
The SayWhatNow Web Portal puts all this power in your hands, allowing you to run adhoc research projects as needed.