We’re able to answer our client’s questions in a quick and reliable way which has really helped us to stand out from the competition and provide us with a significant competitive advantage in my opinion
David ludica,Director, Strategic Insights and Research, Yahoo! Inc.
The Internet has very quickly become a crowded space. Mimicry is amuck, and the emergence of the next sensational web start-up is constantly imminent.
Yahoo! sought a way to provide additional value to advertisers; it established that depth of insight was a way in which to better distinguish themselves from the masses.
By hosting an insight community of Yahoo! consumers the company could build out a 360 degree view of its customer by learning much more about their offline behavior.
In a little over a year of launching the insight community, the team at Yahoo! had collected over 150,000 survey responses, representing a much greater number of data points, each of which can be matched back to each individual’s profile information captured in the very beginning.
The Yahoo! Yodelers community uses a blog to keep members informed and updated on how the findings are being used.
“It’s not just an online survey it’s an experience, it’s a real methodology, it’s a rich and robust methodology that you can really dig into and get some serious answers,” explains Director of Strategic Insights Director David Iudica.
The team at Yahoo!, through its 15,000 member insight community has a tool by which it can extract deeper insights to help its advertising partners to improve the effectiveness of its ad spend.
The immediacy of this information and the use of Vision Critical’s cutting-edge methodologies produce a richer, deeper customer perspective.
“What we’ve been able to do through these online focus groups, through the live chats, through the mobile video discussions is get a visual of what people are really thinking. Vision Critical’s capabilities have really helped us to bring that to life with our consumers and with our clients,” says David.