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Opt-in communities help businesses target niche markets If you are trying to get to know your target market, market research is often your first stop to find out more. And surveys are an excellent way to achieve relevant information about your brand. Although survey engines are readily available, your target audience may not be as accessible as you need them to be. Brands know exactly how important it is to talk to their potential customers and get their feedback, but the opportunity to enlist research participants who are interested in giving their opinion can sometimes stop your innovation from moving forward. And the more niche the audience, the more expensive recruiting potential participants to weigh in on your product or service can be.  While the dog days of recruiting individuals to participate are far from over, market research online communities (MROCs) have helped alleviate the pressure of attracting targeted and engaged individuals to assist businesses by contributing to research on their areas of interest. What does that look like? Maybe you are a marketer of a brand or service and you want to know how it is performing with a specific demographic. Perhaps you want to know more about that demographic – say, millennial women aged 18 to 25 – who commute by bicycle to school/work in all seasons. With access to an MROC, brands can conduct primary research with members of their niche market – like those passionate, all-season bicycle commuters!  As a result, your online community becomes a more focused group of survey participants with a unique knowledge base you can tap into. What does that mean? All online communities are different – by size and by their profiling. While some online communities can recruit as large as 15,000 general population participants, other communities can be created to be heartier, such as 50 specifically targeted survey participants. But whether it is 15,000 people or 50 community members, all online communities provide powerful insights in a cost-effective way. In fact, smaller, engaged communities can be easily facilitated by research professionals or business owners - making for research on a much more personalized level at a fraction of the cost of a traditional ad hoc research project.    By employing online communities to create surveys, you can invest in customers/clients to understand their preferences better and to gather intelligence at any stage of development. Simply – it means getting constant feedback with relevant people.    Relevant participants Why speak with participants who are not relevant to your research project? By only selecting the most appropriate individuals to participate in the research, the data produced will be much more relevant to your business goals. A more focused group can facilitate research that produces actionable intelligence because the research is done with participants who have already bought in to the organization’s goals, and who demographically conform to research needs.   For example, if the desire is to survey those who bike to work everyday – it can be assumed the potential participants are a more defined group of the population than those who commute in other ways, like a personal vehicle. By zeroing in on the target participant group, you may get answers to questions that other, less-targeted participants may have no experience with (i.e., how often there is snow removal in bike lanes). Ease of access Because online communities can be set up ahead of time, and because survey participants have bought in, organizations can field as much research as they like, about whatever topic that is of interest to them, with a sample group that is ready to go right away. For example, if an organization wants to test specific winter tires for bicycles, or perhaps a series of advertisements involving bicycle winter safety, they can access their target group whenever they like and turn the research around at a much faster rate. Affordability Because target groups are enlisted from online recruitment, primary research can be done with an online community at a fraction of the cost of research projects that rely on the need to recruit qualified participants. And, as all participants are pre-screened to meet exact criteria (for example, those who commute to work on their bicycle in all seasons), and since the research is conducted online, many costs associated with custom research projects are eliminated. Think about travel costs, call centre costs (like telephone recruitment, etc.), participant incentives, focus group facility rentals and more. The turnaround One of the best reasons to employ an online community for your target group is undoubtedly the speed with which your research can be turned around. If you are burning the midnight oil and interested in tapping into the knowledge of your participants, you can do so at any given time. Most research questions are turned around in under 48 hours - it’s almost as if you have a research group in your back pocket, waiting to help make the decisions as quickly as possible.    Insightrix Communities can deliver powerful insights Insightrix Communities™ can provide you the research insights you need with relevant easy-to-access participants at an affordable price. Online community software is flexible - giving the capability to build short-term communities or more long-term, complex research projects. By applying Insightrix Communities software, your team can benefit from on-hand market research experts who can help see your project through from concept to completion – or employ and brand your own DIY community! Insightrix provides the know-how to take organizations through each step of the community-building journey, from recruiting your first community member to engaging with them and promoting participation in your research activities, to developing insights as the research is completed. If you want to learn more about how communities can help, listen to The Insightrix Podcast Episode 6: Market Research Online Communities by streaming here or from any major podcast app. ...
 

Insightrix recently ran an OnTopic survey to determine the state of philanthropy in Saskatchewan. Saskatchewan residents are a pretty charitable bunch, with 95% of Saskatchewan residents reporting they have donated money to a charitable organization at one point or another. Those charitable contributions add up – and the organizations Sask. residents are donating to and the amounts they are donating haven’t changed much over the last year. Where are they donating? When comes to the percentage of their charitable donations, residents still donate as much as they did last year to organizations in the field of healthcare – 40% this year and 40% in 2017. For those who report that they have donated to a charity, a similar story can be seen in donations to hospitals (36% in 2017 and 34% in 2018), pet shelters (32% in 2017 and 34% in 2018) and to food banks (41% in 2017 and 39% in 2018). The only real fluctuation occurs in donations to religious organizations, whose donations have increased from 34% of the monies donated by residents who donated to charities in 2017 to 41% in 2018. Where are they volunteering? In 2018, Saskatchewan volunteers participated in a wide range of activities, such as fundraising, event organizing, participating as a board member and many more activities. In fact, in the past 12 months, 55% of Saskatchewan residents participated in volunteer activities at some time or another. For some activities, volunteerism in Saskatchewan has increased to some degree. While 64% of Saskatchewan residents who volunteered engaged in fundraising activities in 2017, that number grew to 77% in 2018. A similar situation emerges when looking at organizing and coordinating (66% in 2017, 75% in the last 12 months) and maintenance volunteering (37% in 2017 and 51% in the last 12 months). Acting as a board or committee member, on the other hand, is something just as many Saskatchewan volunteers got up to in 2017 as they did in the past 12 months – 59% of Saskatchewan volunteers. Why did they do it? According to those who were involved in volunteering in Saskatchewan, for the most part, being a volunteer was something they benefited from. Beyond a feeling of having done something worthwhile, some volunteers stated they benefited physically through their activity – 55% of those who volunteered in the past 12 months said they feel healthier, and 77% stated it improved their mood. It wasn’t just physical benefits for volunteering, though. Of those who volunteered in the past 12 months, 40% stated they benefited through increased time management skills, and a whopping 74% said they now enjoy improved people and teamwork skills. Do you want to participate in fun and interesting research like this? You can! Register with SaskWatch Research® today and start participating right away. SaskWatch Research is Saskatchewan’s largest online research community, comprising over 18,000+ Saskatchewan residents. By becoming a SaskWatch member, you can weigh in on important issues in Saskatchewan, and have your voice heard on concerns relating brands and businesses. Learn More >>...
 

Multi-channel ad campaigns have their own challenges It doesn’t take a genius to know today’s customer is always connected and that audiences consistently have their finger on the social pulse through social media and the internet. And, let’s face it, getting honest feedback about your company, your product or your advertising can be especially difficult. This is the reality most advertisers are working in today, especially those working in multi-channel campaigns. With the desire to get messages out to as wide an audience as possible, many creative professionals can be quick to launch a multi-channel advertising campaign without putting effort into understanding how the overall message of the campaign is about to be received.  When advertisers (or marketers for that matter) are executing their digital campaigns this way, without employing ad testing methodologies and being unaware of how their messages are going to be received by their audiences, it is usually to be quicker than the other guy, or to avoid the dreaded, “Why did you spend money on that?” These micro-marketing moments can have a major impact on your brand, and if your audience does not respond well to your campaign, the backlash can happen as quickly as a comment on social media can be posted. Not employing creative testing can come at the cost of your brand’s reputation   While marketers and advertisers want to be quick and efficient, what they need is to be credible and relevant. This is even more relevant in multi-channel campaigns, in which messaging can change depending on in what location and on what medium it is being seen, and who the intended audience will be.  There are simple tools that can help deliver customer feedback on your advertising at the same pace your target audience is connecting with you. Feedback tools like advertising testing offer real value when it comes to seeing how your creative will be received, and are a great alternative to the more traditional (*ahem* not-as-quick) forms of evaluation.   What follows are 5 benefits of advertising testing in multi-channel campaigns   1. Find out what will work next time, and the time after, and the time after that… When you put an ad testing methodology to work on your creative, you are benchmarking – gathering data on what works best and what was less successful, what audiences engaged with most, how different channels engage with your advertisement, etc. By testing and adding to benchmarks and established norms about your creative, you will accumulate data on how to create great ads again and again based on what worked best before. 2. Your creative is good – It could be better… Want to turn out creative that will succeed in the audience you intend it to speak to? By testing your ad, you can make sure not only that your messaging is exactly how you intend it, but also that the message speaks exactly to whom you intend it to reach. New developments in methodologies have even made it possible to measure the virality of an ad before it is launched. Sure, the original messaging in the ad may have fallen short at first – but through ad testing, you can be sure to change it up before that creative ever hits the streets. 3. Money! Of course! A terrible ad costs the same to produce as a great one. At least, it can unless ad testing is put in place to catch that bad ad before it sees any large investment. Most of the spend on creatives will happen during the final phase of their production. Ad testing is usually done in the very beginning phases of the creative, using storyboards, animatics and other pre-production materials. Testing at this phase allows for your audience to get an idea of where a creative is going before it gets there, but saving the investment it would take to get that creative all the way finished and presented to them – a potentially sizeable savings.  4. We could all be a little more customer-centric… Providing what your customers want out of your organization is key in today’s marketplace. By employing ad testing with your customer base, you are listening to your customers and possibly co-creating with them. With data about your ads coming directly from your customer base, you can develop creative that speaks directly to them. 5. Protect your company’s reputation! Not employing creative testing can come at the cost of your brand’s reputation. While marketers and advertisers want to be quick and efficient, what they need is to be credible and relevant. Communicating with any audience involves some level of risk. Testing advertisements and their messages can help brands remove some of the risk by showing how messages will be received before they are visible to everyone, allowing for the gauging of opinion or reaction to your creative – potentially saving a brand from harm or embarrassment....