Challenge
A large global financial service company had been using a DIY survey solution; however, they were finding the data to be unreliable and qualification rates misaligned with their known customer base.They needed a solution to obtain quick reads on various creatives for multiple marketing channels that would yield trusted data.
They also wanted a platform where they could access target audiences using specific screening questions. Additionally, it was required the platform meet ADA compliance standards, as accessibility was a non-negotiable part of the organisation's internal business processes.
Because non-research teams would be utilising the tool, access to an established question library with corporate-approved wording was critical for consistency across teams.
Approach
After an extensive tech audit, Kantar worked closely with the client to set up multiple custom Accelerated Answers portals.Within the portal, the client can easily upload a survey document and corresponding stimuli. Kantar then quickly programs and launches the study. Data is presented via a custom dashboard used to populate PPT decks in their template.
We designed the portal to cover multiple US and global teams. This includes a library of questions that were translated into multiple languages – ensuring consistent use of demographic and screening criteria, globally.
To meet the organisation's accessibility requirements, Kantar built ADA compliance directly into the Accelerated Answers platform. This enhancement was critical to ensure the tool aligned with the company’s data security and compliance standards.
Within the portal, the client can also request survey review or consulting to support reliable data returns and a positive respondent experience.
Insight
Working with a credit system and streamlining the research process enabled the client to see results in days instead of weeks or months, as they would with traditional survey work.
The financial company found the data provided by the Profiles Respondent Hub matched what they would expect from their customer base – down to populations with 1-2% penetration rates. They no longer need to question, weight or explain data.
They were also able to confidently reach small business owners through the platform.
Impact
Through word of mouth, the success the initial team had with Accelerated Answers grew in popularity among various departments and teams globally throughout the company. The platform’s ADA compliance also helped accelerate internal adoption, removing any key barrier for teams across the organisation.
At various times, more than 15 groups across the business who have a need for quick marketing insights have used Accelerated Answers for fast, trustworthy and cost-effective data.
