Research need

The client wanted to better understand people's holiday baking activities. They had intended on using online research but wanted to explore what kind of feedback they received when respondents were using a more personal device while on the move.

Solution / Implementation

10,422 panel members were screened.

4,966 panel members responded within 7 days.

33.8% members qualified & opted in for mobile research. 

Knowledge Networks asked the respondents to take us along with them when they were next baking and let us know what they were baking, who they were baking for, what recipe they were using and how baking the item made them feel. They were asked to collect a picture of the baking process and the final product.

Results

Respondents enthusiastically documented their engagement with their holiday baking process during a time that market research gets even less attention. 

• Within 5 hours, 64% of people had completed the task and the survey, uploading surveys and photographs of their experience in real time.
• Within 48 hours, 100% of people had completed the task and survey allowing us to fulfil quota and close the survey 5 days early.

The client:

• has richer information about the attitudes, environment & behaviour of their market. 
• discovered a baked item to focus on to help grow their business.
• had Holiday ad messaging implications crystallized. They should focus on a particular baked good that was often mentioned, as a way to capture the share of volume in holiday baking.
• identified healthy ingredient messaging opportunities.
• ingredients were identified that the client could make that could enhance the emotional involvement of non-scratch bakers.
• noted themes which emerged which could be used on future creative briefs. 
• brand was perceived well by the end customer who was pleased with the experience.
• paid less than $1 (in points) for each response.
• had photographs of their customers, in their homes, sometimes with their families, baking, in real time.
• learned that respondents are eager to engage with this technique to tell their story using conventionally accepted mobile social media activities.

Knowledge Networks has a new methodology to pursue as a a new opportunity to further address client needs.

Project spotlight

10,422 invited to screen. 

47.6% response (4,966 members over a 7 day period).

Of those, 33.8% qualified & opted-in for mobile survey research.

64% of people responded within 24 hours.

100% within 48 hours.

Richer data, faster than any other research methodology.

Contact us

We know that mobile does not fit all research needs - no methodology does. But when it is personal, real time, insightful data that you need which will give you a holistic view of the consumer, we lead the way. Contact us to find out more about your customers' experiences.  

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