Advertising Research/Copy Test Study for one of the largest MR firms in the US
The Business Challenge/Situation
The client, one of the largest Market Research firms in the US, motivated by a shortage of skilled researchers, the sudden spurt in volumes and urgency to launch each study, required an offshore team to design, program and host their Advertising Research/Copy test studies. They were also looking for a firm that also had the required competencies in verbatim coding specifically for their copy tests. Although, initially the client was a bit sceptical in exploring the possibility of using an offshore team for their verbatim coding requirements (as this was being executed by an in-house team), they eventually provided a pilot project to understand the capability of the offshore team in coding advertising copy tests. The pilot was accepted with positive feedback and the ME team was assigned the above mentioned LIVE project for coding as well.
Market Equations Role
Market Equations requested the Survey Draft in order to understand the design requirement as well as the complexity of the logic within the survey. The team went right into production from Day 1 and completed the Design and Programming in three working days for the first phase of testing the survey. A few complex change requests (logic) were made after the initial test (which was not discussed earlier) and this was completed and hosted in five hours the same day and this was made possible because the ME team works during US business hours. The study was launched on the 5th day after the final go ahead from the client.
Although, the study was complete in 5 weeks, the Market Equations team began building the code frame/book and the coding 2 weeks in advance once the survey met the 40% quota. This ensured that the client saved a lot of time and had the completed coded responses by the beginning of the sixth week. Although, we had to process, bucket and validate the code frame/book once again after all the responses were collected this did not take much time or require re-coding. The data once coded was assigned to the Quality Check and Assurance team and delivered with the ME quality commitment to the client.
Client Impact:
The Client was delighted with the fast turnaround time in launching the surveys as well as the ability of the team to understand and execute the requirement with the least hand-holding from their end. The ME team was able to meet the business challenges faced by the client and currently employs a Full time programmer and 2 coders for all their Ad hoc Online Survey and Coding requirements.
ME maintain a fantastic relationship with the company and representatives are always eager to provide their references whenever required.
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