News

L’Oréal Professionnel Launches Custom Online Panel for Elite Stylists

L’Oréal Professionnel, the number one professional salon brand in the world , has launched an online panel for its elite stylists called “My L’Oréal Professionnel View.” The panel will give L’Oréal Professionnel insights on products and services from its high-end salons and enable panelists to hear about special programs or offerings before they are released to the public.

This is not the first panel for the L’Oréal family. The Matrix brand has had a panel for more than a year and its success influenced the Professionnel brand to start its own panel. L’Oréal Professionnel is excited to hear direct input from its elite stylists so it can change ad campaigns, products or services to reflect what customers want.

Posted on May 20, 2008
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Creative Marketing Research Joins Vision Critical Partnership Program

Toledo based Creative Marketing Research has joined Vision Critical's partnership program. As a Vision Critical partner, Creative Marketing Research has access to the most widely used custom panel platform in the world and can now provide a quantitative and qualitative online market research solution. Vision Critical Partners offer their clients faster and better research that shows a rapid ROI.

Creative Marketing Research will enter the new and growing market for Custom Online Panels by marketing Vision Critical's online Panel+^TM and Fusion^TM software to develop proprietary online Customer Advisory Panels for its clients. Creative Marketing Research will provide panel design, recruiting and management services, in addition to research design, reporting and advanced analytics. Vision Critical will provide web based server platforms, technical support, and software updates.

According to Lynn P. Brown, CEO of Creative Marketing Research, “Under the new strategic alliance Creative Marketing Research will be an early entrant into custom online panels, helping its clients gain better access to consumers, improve the quality of research, and turn around research in days, not weeks and months.” Brett Glover, Senior Vice President at Vision Critical added, “Vision Critical is delighted because our acclaimed software and rich graphics capabilities are an ideal compliment to the high quality and innovative research designs of Creative Marketing.”

Custom online panels promise to revolutionize the way companies conduct research. Building on the momentum of Social Networking, e.g., MySpace, FaceBook, and YouTube, custom online panels bring an element of community to research, engaging panel members to participate at a time when consumers are hesitant to respond to traditional forms of marketing research. By developing proprietary panels, companies gain rapid turnaround research and the ability to learn from customers and potential customer over time. The Panel+ software is the only software to offer both quantitative panels and qualitative communities in one research tool. According to Vision Critical's Glover, “Clients get an average of 48 percent response rate with custom online panels compared to dwindling figures for telephone research.”

Creative Marketing Research was formed in Toledo in 1974 and has been a full service research organization since that time. Other recent innovations include the addition of a Creativity & Ideation group, and a special analytics group focused on forecasting using corporate customer data and data warehouses. Clients include Ford, Sears, FedEx, and Wrangler. Creative Marketing Research's web site is www.c8mr.com.

Vision Critical is the world leader in developing online panels and interactive research. At a moment's notice customers can investigate the attitudes, behavior and opinions of existing or potential customers using interactive surveys, discussion forums and 3-D environments. Clients include SIRIUS Satellite Radio, Nestle, MLB, Virgin Mobile and TIVO. More information on Vision Critical is available at www.visioncritical.com.

Posted on May 13, 2008
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Vision Critical Joins The Conversation At Community 2.0 Conference

Vision Critical is taking part in the Community 2.0 Conference to join the growing conversation about how to use online communities to make an impact on business decisions. Communities are one of the hottest trends and marketers are looking for the most effective way to apply communities to their organizations.

From May 12 to 15 at the Red Rock Casino in Las Vegas, Kris Hartvigsen, SVP of Global Development & Media at Vision Critical, will be sharing strategies and best practices on how to use a community to gather useful feedback from customers and on how to be a successful community manager.

Kodak, a Vision Critical client, has been using their branded online community to create an ongoing relationship with their customers. They have found it to be a place for concept ideation and testing, as well as in-depth discussions with a select group of their target segment. See the presentation about Kodak’s community here.

If you’re interested in learning more about how a branded community can benefit your organization, watch one of our upcoming webinars or email Jenna Dorman.

Posted on May 12, 2008
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Webinar: Preventing Respondent Fatigue in Surveys

The phenomenon of respondent fatigue in the world of online research is one of the most notorious challenges researchers face – it jeopardizes survey data, completion rates, and the health of online panels.

Respondents have a limited amount of time, energy and interest.

A researcher must address research objectives, survey content, and emotional response to each and every question in both its functionality and visual appeal.

This webinar will outline the four key techniques to prevent respondent fatigue.

• Position: identify the optimal location for high involvement questions
• Spread: how to keep your study in motion and spread the burden
• Inject: sustain the flow of responses to minimize drop off
• Enrich: learn what it takes to generate higher levels of engagement

We will disregard the role of incentives (and that of professional respondents) in online surveys in order to focus on key techniques relevant to survey design.

This session is a must for those looking to increase response rates and improve data quality.

Webinar Key Learnings:

• Identify how to apply the four key techniques to online survey design
• See how to embrace questionnaire flow to minimize respondent drop off
• Learn valuable techniques to minimize and mitigate respondent fatigue
• Increase response rates and improve data quality

Date: May 13, 2008
Time: 2:00 pm  EST

Register to see the archive of this webinar.

Posted on May 7, 2008
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Forrester Says Online Communities “Turbocharge” Qualitative Research

Market research online communities are making qualitative research cheaper, faster and are providing new types of insights, according to a new Forrester report called "Will Web 2.0 Transform Market Research" by Brad Bortner.

In the report, Vision Critical is highlighted for its ability to offer both online communities and panels with as much or as little service as clients need.

The report says that one in three businesses across North America and Europe plan to invest in Web 2.0 tools and technologies and the large firms who have already started are finding the results addictive.

Organizations can increase their speed and save resources with an online research community. Conducting 12 face-to-face focus groups could take four to eight weeks and require travel, whereas online the results can be collected in less than two weeks without travel. Online communities also show rapid ROI. The cost of one community is equivalent to three physical qualitative projects and yields the results comparable to five to 15 focus groups.

Identifying if an online community is a good fit for an organization is an important factor to consider before jumping in. The report provides a self-assessment guide for companies to determine their readiness for market research online communities, including factors of need, organization assessment and budget. Firms looking for a mix of qualitative and quantitative online research should consider Vision Critical which leverages both by combining an online panel and a community.

The report is based on interviews with 31 vendor and user companies across a spectrum of service offerings and software capabilities in online research.

If you are considering building an online community and would like a copy of the report, email Caroline Hickton.

Posted on May 2, 2008
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