iPad Interviews Move From the Retail Environment to Any Environment.
Everyone wants to know their core customer’s thoughts and insights in order to make better business decisions. In the case of companies that sponsor and have a brand presence at events, insights are far more easily attainable. The Olinger Group recently teamed up with one of the biggest names in electronics to talk to consumers about where they were being exposed to the brand’s image and products. The electronics brand was sponsoring an annual traveling summer concert series, and we tagged along to see how consumers were receiving the brand’s message.
The Olinger Group’s experience with iPad intercept surveys began in 2010 when a major mall owner requested research at more than 100 of their properties across the country. With that large-scale project, The Olinger Group pioneered the use of iPads for research and was able to develop a seamless process in the field as well as assemble an internal network of interviewers and project managers in our know-and-trust network of professionals. After using this approach in a retail setting, the intercepts also proved useful on-site at events like the summer concert series. Major music, entertainment, and business conference events are ideal locations for intercept surveys due to the gathering of specific demographic groups or target customers in one place at one time. We quickly noticed how much more dynamic it is to interview respondents in a fun environment surrounded by your branding and messaging as opposed to someone’s kitchen counter.
In less than ten days, interviewers and project managers armed with iPads were out obtaining insights on location at multiple stops on the concert tour among thousands of attendees that were within the client’s target market.
In this particular case, this research approach provided the client with insights into the effectiveness and value of their sponsorship, attendees’ perceptions surrounding the brand and certain product offerings, demographic information, and competitive intelligence. The use of intercepts enabled The Olinger Group to obtain top-of-mind insights by reaching attendees as they partook in a sensory experience and provided high-quality responses due to the swift, real-time iPad technology and interviewer professionalism. This type of research is highly customizable surveys to obtain insights on just about any topic of interest and could be used as an innovative approach to research in a variety of industries.
This new method brings up great questions for every marketer – where are your customers? How do you want to talk to them? What is the best environment for your survey research?
Aja Hite, Account Executive