Tell Us What You Think is a web-based registration questionnaire developed by VGroup in response to Criteria’s desire to build an online resource to manage potential participants for their core business – qualitative market research.
One of the factors making qualitative research agency Criteria a market leader is the quality of their service. Criteria wanted to take things one step further and develop their own tool for building a database of live research subjects that was detailed, segmented and easily searchable.
The ‘Tell Us What You Think’ (TUWYT) application gives Criteria the ability to record data on complex and varied lifestyle factors to assist them in selecting the ‘right’ respondents for their research. This data is stored on a dedicated secure server procured especially for Criteria, to ensure absolute security of respondent’s data.
Research respondents are traditionally sourced through a network of over 400 nationwide recruiters who identify potential research participants locally that meet key lifestyle, demographic and product ownership criteria. Reduced lead times have increased the pressure on these recruiters and create problems in sourcing and segmenting appropriate participants accurately and on time.
The TUWYT project solves this problem for Criteria by giving them an available resource of willing research participants, that have can be vetted and segmented against lifestyle, demographic and product ownership criteria held on file in an instant without compromising on quality. The system also significantly reduces administration time for Criteria and widens the area they can gather respondents from.
“Tell Us What You Think is going to be key in developing a new arm of our business and is a crucial part of our long-term strategy” – Alasdair Marks, Associate Director
The project was a highly complex exercise both from a technical and user experience point of view, and has certainly put VGroup Interactive and the Criteria project management team through their paces.
One of the most challenging aspects of the development involved interfacing and integrating the web-based portal and database with GoldMine, a complex CRM system already being used by Criteria to manage their respondents. Strict quality control had to be exercised over the application, assisted by setting up internal user testing groups and working closely with Criteria to ensure the system interfaced with their internal systems as efficiently as possible.
The next stages in the project will be marketing the website to the target audience, through a mixture of social media, digital marketing and advertising.
For more information on how bespoke web development could help your business, drop us a line at interactive@vgroup.com