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w3dL About Case Studies Movement: Concept Evaluation

Movement: Concept Evaluation

Case Study
  • Client:

    Movement

  • Task:

    Online data collection and delivery of results

  • Skills:

    Multi-mode data collection, concept evaluation, sample sourcing, data analysis and data delivery

We were approached by leading financial researcher Graham Booth of Movement to discuss a proposal testing different positioning concepts for a financial services client that is pioneering peer-to-peer lending and borrowing. His client was in the process of developing a new marketing campaign targeted at two discreet customer groups and wished to test new messages and content with consumers that matched the specific demographic profiles of these groups.

After discussing the brief with Graham we approached several online sample providers to see which of these would offer the best participants. We discussed the merits of each of these with him and chose the one that appeared most likely to deliver the quality of participant within very demanding time-frames. The project needed to be delivered extremely quickly as results were being presented to the chief executive of the organisation ahead of a company board meeting.

The data collection was conducted online and results were collected across both desktop and mobile devices, which we have been doing with great success since 2012. Particular care had to be taken in rendering images to different platforms and ensuring that concepts were tested evenly across equal demographic splits within the discreet customer groups. Throughout the build of the survey we consulted with Graham on best approaches and supplied demonstrations of approach to expedite discussions and allow the client to be involved with the process too.

Throughout data collection, Movement had access to live results for each of the different concepts being tested, which helped set an analysis direction as soon as results started being collected.

At the end of fieldwork, having finalised the analysis requirements with interim data, our fully-branded, visual tables were run within minutes of the survey completing. The final data was weighted to a design that was discussed and approved by Graham. Further additional analyses were run and the entire results were delivered to Movement to facilitate other requests that they could analyse themselves.

We collected, analysed, explained and delivered both on-time and on-budget.

Graham Booth comments: “As on previous occasions, I was delighted with the way We Work With Data handled the project, giving excellent advice on how best to secure the sample and how to construct the response mechanisms for the questionnaire, as well as being highly responsive to our needs for different cross analyses, with everything delivered accurately and in a very timely fashion."

 

 

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