White-labeling your Enterprise Feedback Management Platform

Opinionmeter’s TouchPoint Mobile survey application has always accommodated the ability of our customers to brand the look and feel of their survey instrument, including the option of customizing the logo, fonts, button and screen background colors, even the inclusion of a watermark. However, in an effort to enable our clients to further reinforce their brands we are now extending our system’s branding capabilities to include comprehensive white-labeling. This will include the ability to completely customize the Login, About Us and Home screen pages within the TouchPoint survey application as well as the web-based Survey Manager portal. This will provide a complete white-label solution for our enterprise customers.

The white-labeling process for the application will be managed through the client’s SurveyManager account. We are providing a branding module within the SurveyManager where clients can upload their own artwork to replace the default Opinionmeter logo that resides on the desktop of the mobile survey application. Additionally, from the same branding module, clients will be able to upload their own screen art to replace the default Login, About Us, Home Page screens that resides on the device. This way, clients can control their own branding from one central place which will automatically update all the devices being run from their SurveyManager account – automatically updating all existing devices in the field as well as any new devices added to the client’s SurveyManager account.

Mobile Research Solutions have forever changed the Market Research Industry

There’s no question the maturity and acceptance of mobile research technologies has passed the tipping point and has forever altered the market research landscape. Mobile devices provide continuous real-time flow of rich customer feedback data for marketers. This mobile research data is also linked to the customer’s location which enables the delivery of location-specific rewards and information to in-store survey respondents in real-time. What’s more, this technology has been harnessed by several innovative market research software companies providing sophisticated DIY research tools to businesses that in the past needed to go through the more traditional market research companies to access their customer research data.

In fact, Harry Henry from Outsell recently posted commentary on this very topic:

“Other areas in the Marketing Information segment feeling the shifts due to mobile are the traditional market research providers. On one hand, they can now enter the fray and have much of this very rich data on consumers and shoppers that was previously very time consuming and expensive to get. On the flip side, some may feel the impact on lines of business where surveys were performed, since clients are now getting streams and rivers of data in near real time. Many are adjusting by both developing new methods and buying firms that have developed these capabilities.

There is also a coming wave of change for the survey-based market research community as the mobile device is un-tethering individuals (aka potential survey respondents) from their laptops and desktops. The implication here is that people will spend less time on “the computer” in favor of a smartphone or tablet, and with those mobile devices they will less inclined to sit through long surveys. Recent announcements by survey research platform firms Opinionmeter and Answerthink (a business unit of CINT AB) are leading the way here by providing tools to assist the market research community in adapting to the way of the mobile world.”

Not Your Typical Survey Tool: What a New Online Survey Tool Means for the DIY Survey Market

Research plays a fundamental part in enabling businesses to make better decisions. Amidst a recession and continued budget cuts, small and medium sized businesses may no longer be able to afford outsourcing their research needs. Enter DIY surveys, do-it-your-self surveys that can afford businesses the research data they need without the help of a professional or third-party company. More after the jump.

The creation of online survey tools provides DIY researchers a readily available survey platform to create and launch surveys, all with a low cost of entry. Recent statistics by Cambiar estimates DIY spending to be at $700-$800 million worldwide, a compelling number fueling companies to create an online survey tool that caters best to DIY researchers. With the introduction of more competitive survey tools, we can expect that it will not only propel the self-service sampling industry forward but will eventually increase the acceptability of DIY surveys as research tools for all businesses.

Addressing choice overload

With over 100 online survey tools currently in market, finding the differentiating factor between them can be difficult. New platforms offer features that other platforms lack while they further develop innovative features that current users need and want. Furthermore, the challenge for users is to be able decide which is DIY platform is most appropriate for their research needs.

From interface design to the survey creation process, each platform offers something different. A simple interface lets users quickly create and launch a survey, sometimes in as little as six minutes. Some platforms also offer pre-made templates, tailored questions and the ability to add incentives. Customizable features coupled with ease of use help to improve the survey creation experience for the user while making the survey taking experience more engaging for the respondent, and thus, providing better quality data.

Once created, surveys are sent to a selected list of contacts; and in most cases, the user needs to own each contact’s email address. That is one of the main differences between DIY and traditional research methodologies. Third-party research suppliers can offer access to millions of consumers, but a DIY researcher is limited only to email addresses they possess. Without sample, do-it-yourselfers are denied access to an audience they potentially need simply because of a lack of email addresses. While sufficient in some cases, not being able to reach a broader audience when needed can prove to be detrimental to the research data collected.

Online survey tools that offer access to sample bridges that gap, by allowing users to launch their surveys to a targeted sample pool of consumers from today’s growing social media population (similar to what a research supplier can provide) at a minimal cost.

What are the benefits?

Fast, cheap and accessible. DIY surveys are meant to be affordable and less time consuming while technological improvements are enabling online survey tools to become accessible to almost anyone. Certainly there are times where DIY surveys are more appropriate; a simple poll of asking employees what they want for lunch or a customer satisfaction survey requesting feedback about a new product. By design, DIY surveys are better suited for straight-forward research, including situations where feedback needs to be collected quickly or insights can be achieved with only a few questions.

It’s also important to note that not all DIY researchers are seasoned survey writers, and that fact is the root of many concerns regarding DIY surveys. Alternatively, the beauty of self-service sampling is that it is available even to those who aren’t in market research, can’t afford it, or need faster results. However, it’s our intention and responsibility to promote proper survey writing as best we can, and in the end, we all want the user experience to be enjoyable and the survey results to be insightful.

In our experience, there are certain things users can do to ensure they reach such goals. So before hitting send, I encourage do-it-yourselfers to consider the following tips:

• Pay attention to survey length – keep in mind the time it takes to complete a survey and aim to keep it under 10 minutes.

• Avoid loaded, leading or confusing questions – make sure questions will not lead a respondent towards a certain answer

• Use clear, readable English – technical and elaborate words are not part of the average person’s vocabulary and might only confuse them.

• Offer incentives – rewards are a good way to thank your audience for taking the time to complete a survey. It’s also a proven way to increase response rates.

• Test, spell-check and test again – a survey full of typos, poor grammar, or incomplete sentences will only make you look bad. Similarly, a survey that does not make logical sense can often frustrate the respondent and result in a low response rate.

Consider the situation – don’t waste energy trying to fit a difficult research project into a simple DIY survey. This can only lead to higher costs and more time needed to generate usable data. Instead, consider partnering with an online panel provider to ensure your research results are as representative and as insightful as possible.

Using these DIY survey tips, coupled with taking the time to understand effective survey writing, will generate quality results at affordable prices. But most importantly, it will give DIY surveys and online survey tools a better reputation now and into the future.

Guest blogger Noman is the CEO and co-founder of Peanut Labs, an innovative company that provides monetization for social media sites through advertising offers and market research surveys. To view the original blog post please visit: http://socialtimes.com/not-your-typical-survey-tool-what-a-new-online-survey-tool-means-for-the-diy-survey-market_b79842