THE WHO. THE CHALLENGE. NOW WHAT?

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.

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THE SOLUTION

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.

  • They get to choose the population mix to complete the task.
  • The panel is tightly curated to ensure the panel is fresh and active.
  • Respondents utilise their Android™ or Apple iPhone™ using the SayWhatNow App ensuring the data is consistent.
  • They get the task completed and the data back in less than a couple of hours.
  • The costs are super competitive.
  • You'll have a happy client.
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THE STEPS

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.

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STEP 1

Get into SayWhatNow and create a new task

  • Give the task a name.
  • Click "Add task".
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STEP 2

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.

  • Use the Polar Question/Continue/Terminate.
  • Use one question to ask them if they have time to do a video task right now.
  • Use another question to ask them if they are in the right light conditions to take a video.
  • Maybe add an image that shows with this question type to make the participants feel excited about taking part.
  • Screen outs for standard tasks are free and you won’t pay for those.
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STEP 3

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.

  • Add a new question
  • Pick the "Movie" Type
  • Enter details for the display of the movie and choose a movie from a file.
  • Pick the MP4 of the TVC that the client has provided
  • Choose how many times I want to allow the participants to watch the movie. In my case I just want them to view it once only.
  • SayWhatNow will process the movie so it will play correctly on both Android and iOS devices.
  • Once the movie has finished processing you are updated.
  • Processing will continue in the background so I didn’t need to wait, but I can preview the movie once it's processed to make sure it still looks great.
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STEP 4

Now I need to add the video question to allow people to record a video about the movie I had them watch.

  • Enter in the details about the video to be recorded, including how long you wanted them to be able to record for.
  • Choose a recording length. For this example, a range of 15 and 45 seconds should be enough.
  • That will give them more than enough time to tell me the good things and the bad things about the TVC.
  • Some people won’t record much but others will chew through the entire 45 seconds.
  • Choose "Selfie Camera and won't be able to switch it" so I can get transcriptions.
  • Choose that I want "Machine Transcription" which I need to make a highlight reel.
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STEP 5

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.

  • Add a new question
  • Pick the "Star Rating" Type
  • Enter the question text
  • Choose if I want to allow half stars or only full stars.
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STEP 6

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.

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STEP 7

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.

  • Choose WHAT
  • I could pick individual regions and be very specific.
  • I could even pick a specifc GPS location.
  • Pick my desired mix of Ages, Genders and Devices.
  • Choose the maximum number of responses I want to collect.
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STEP 8

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.

  • Choose NOW
  • Enter my email address in the testing box.
  • Click "Send the test Task".
  • I can also get my stakeholders or even my client to sign-up to SayWhatNow and get their feedback too.
  • Make any adjustments I feel are necessary.
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STEP 9

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.

  • Click "Request Approval for Task".
  • Enter an optional description or notes if you feel you need to explain your task.
  • Once submitted it’s simply a case of waiting a short time for the SayWhatNow team to review your task.
  • The SayWhatNow team review the task and provide any feedback if they don’t approve a task.
  • When that happens, you are notified by email and you will be now able to accept the provided quote and start the task or make any adjustments they feel are required.
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STEP 10

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.

  • Review the displayed Quote.
  • The amount of the Quote is an estimate and the maximum that could be billed.
  • The final amount billed will be based on the actual completed task and how many completed response you received.
  • Once you are happy click "Accept Quote, Bill Me & Start Task!".
  • And now your task is LIVE and out there!!
  • Once the task is set live you will receive a quote telling you the maximum amount that is payable should the required number of responses be received.
  • On completion you will receive a bill based on the actual number of responses received.
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STEP 11

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

  • On "Say" view all responses for a specific question, like videos I can even use highlights (if I turned on transcription) to highlight specific parts of a video and create highlight reels.
  • On "What" I can see the overall task statistics for delivery of the task and where people are coming from.
  • I can click on individual participants and get an overview of their gender, age and location.
  • I can move the map aroudnd and drill down on specific areas to see where my responses are coming from.
  • On "Now" I can see each of the responses as they come in.
  • I can see their answers, their gender and age group .
  • I can tell if they were a "Close Match" (if I ultilized Close Match).
  • I can also choose Video Wall or Photo Wall if I have photos or videos to just see the videos and photos I have received.
  • I can click the photo or video to see a larger version of the photo or play the video.
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STEP 12

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.

  • Choose the best pieces of any video.
  • Once I have all the highlight pieces I want I can move those highlight pieces around till they are in the right order and build a single highlight reel for my client.
  • Click on Create Highlight Reel and choose how I want it to look.
  • Once it’s created it will be sent to my email inbox with a link allowing me to download it.
  • I can also create other reports too including exporting the data, including photos and videos, so that I can use them in other systems.
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THE SUMMARY

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.

  • In just a couple of hours we have created a task, had it sent out and collected 42 complete responses.
  • Many more people matching our criteria were invited over time but because these tasks are in-the moment not everyone could complete at that moment in time.
  • We didnt have to do anything to ensure the new invitations were sent. It's all automatic and SayWhatNow just managed that for us.
  • I then viewed the videos and was able to create a highlight reel of the best ones that were submitted. The videos were honest, down to earth and sincere and perfect for my client to get a read on their advertisement.
  • From the start of the task to the end of the task was literally less than 3 hours and then a couple of hours playing with the highlight reels to build a highlight reel.
  • The quote for 100 responses was $1,400 + GST including the ability to do highlight reels.
  • The total cost not including my own time was $588 + GST for the 42 complete respondents.
  • This solution was perfect for what I needed and I was able to provide my client with exactly what they needed.
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SayWhatNow is a revolutionary way for researchers to get accurate, representative research results quickly and cost-effectively

The SayWhatNow Web Portal puts all this power in your hands, allowing you to run adhoc research projects as needed.