Totta (formerly ADV Market Research), a small firm located outside of Amsterdam serving clients across Europe, offers a mix of technology and research services to its clients. They have a propensity for using cutting-edge technology solutions - the goal is not to be different, but to take advantage of new and improved ways of gathering data and sharing insights. “We help our clients make choices, and technology is simply an enabler. New technologies can be flexible, adaptable, smarter and more efficient.” says Niels de Vries. Vision Critical seemed like the ideal partner with their renowned online Insight Communityplatform; highly engaging software that gives its proprietors a complete 360 degree view of consumers.
Given its small size, The Netherlands doesn’t offer up a wide range of home-grown solutions that fit Totta’s needs and those of its clients. So de Vries had to look elsewhere. “We have to future-proof our mix of solutions for our clients,” adds de Vries. “It’s not just about speed and cost-effectiveness; it’s also about taking advantage of emerging trends like mobile phones and social media. Vision Critical brings all this to the table and more".
De Vries was introduced to Vision Critical in 2010, prompted by one of his clients who wanted to see how they could take their community panel to the next level. He was instantly attracted to Vision Critical based on its core technology and how it combined both quantitative and qualitative tools in one platform.
One of the elements of Vision Critical’s Insight Communities that appeals most to Totta’s clients are the visual question types. They help eliminate respondent fatigue and maintain response rates compared to the standard checkbox and radio button questions found on other surveys. The speed with which surveys can be authored and deployed is also a valuable feature. With no limits on the number of surveys they can run, clients are finding it highly cost-effective as well. Now they can run research projects as needed, not as budgeted.
It can be a scary proposition to partner with a technology firm based on the other side of the world. From simple issues such as availability of technical support, to more complex cultural and linguistic challenges, there is no shortage of challenges. For Totta and Vision Critical, fortunately none of these issues materialized. Vision Critical has proven to be an ideal partner with valuable expertise in online community panels, the next big phase of online market research according to de Vries. Being able to support Totta from its London office has also shortened the distance between the two companies. “Right from the moment we first met, the partnership and the way of doing business has been better than hoped,” says Wim Woning, Totta’s community consultant and primary contact for Vision Critical. “From support with the software to pricing, marketing and best practices, the team at Vision Critical – in London and Vancouver – has been exemplary. The confidence we have in the relationship and the technology is unquestioned, and our clients are equally impressed.”