On-Demand Research Communities (and how they're giving this large brand an edge)
Posted July 29, 2013
P&G’s Alexandra Warbasse recapped her team’s use of GutCheck to deliver an on-demand research community for a 2-day path-to-purchase study on Cyber Monday fragrance shoppers.
If you missed last Thursday’s webinar, P&G’s Alexandra Warbasse recapped her team’s use of GutCheck to deliver an on-demand research community for a 2-day path-to-purchase study on Cyber Monday fragrance shoppers. GutCheck recruited the 31-person community the morning after Cyber Monday and not only moderated the discussion but also worked with the P&G team to refine Day 2 questions and add in-depth probes based on Day 1 responses.
I highly recommend listening to Alex – in her own words – describe how she implemented this agile market research approach, what insights she obtained, and why this approach has become a mainstay in their research arsenal. If you only have only a moment, however, below is a brief recap.
The P&G Prestige Products team had several objectives for the study: What drives people to shop for fragrance on Cyber Monday? What closes the sale? How can we optimize the experience to make sure they keep coming back and buying our brands?
Watch the webinar here
As mentioned above, GutCheck recruited and guided the discussion including collaboration with P&G on making real-time adjustments to the moderation guide and adding in-depth questions based on the first day’s insights. The following were high-level findings:
Convenience and value were the biggest drivers.
Value was described in terms beyond price that included various aspects of the online shopping experience (e.g., saving on gas required to drive to a store).
Online fragrance shoppers knew exactly what they were looking for.
Online search is a large part of the equation.
Alexandra cited several benefits of using GutCheck, most notably speed: it was very exciting to have a difficult recruit done in a day and an entire project done in 5 business days with high quality results. Moreover, the flexibility to adapt the discussion in real-time and go deeper in areas of interest also enhanced the value and quality of the results. Lastly, the speed and flexibility of GutCheck’s solution come at a fraction of the price of a traditional project of this type. All in all, GutCheck’s on-demand community has become a mainstay in her group.
The following were questions asked during the webinar – catch our next blog article to see the answers:
What sort of end user groups can be reached with GutCheck? Can we use our own list?
Can images of product concepts be shown, too?
Can GutCheck also do more quant-oriented studies and how quickly can those be carried out?
When it comes to the actual platform used for data collection, how is it any different from Itracks, 20/20, etc?
On-demand research communities are providing high quality, in-depth insights at Internet speeds (and not just for P&G!). Learn first-hand how GutCheck’s on-demand research community solution is faster and more economical than traditional communities. Click here to contact us.