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. This makes it a very exciting and innovative space, but one where differentiation becomes a key success factor. Yahoo! sought a way to provide additional value to advertisers; they 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 they could build out a 360 degree view of their customer by learning much more about their offline behaviour “It’s coming straight from their mouth which is really important and it adds a little bit more credibility to what we’re saying” says Iudica.
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. Furthermore there has been the qualitative engagements where some of the more unexpected insights have come “We can run some qual, do some ideation with our users, and then we can test those ideas through a larger scale quant sample. So it really gives us the best of both worlds”. Iudica believes that the key to building a successful insight community is engagement. To this point the Yahoo! Yodelers community uses a blog to keep members informed and updated on how the findings are being used. It also hosts online focus groups, screens video content, facilitates mobile video chats “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”. Findings from the community have even been spoken to on the Today Show, as well as published in the Wall Street Journal.
The team at Yahoo!, through their 15,000 member insight community have a tool in which they can extract deeper insights to help their advertising partners to improve the effectiveness of their ad spend. The immediacy of this information and the use of Vision Critical’s cutting-edge methodologies produce a richer, deeper customer perspective. Perhaps best summarized up by Iudica, “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”.