Case Study
Global Credit Brand Tracker
By Jay Thordarson
A global consumer and B2B credit provider wanted to track brand awareness and health amongst consumer and B2B audiences within developed and emerging markets.
The Challenge
The high volume of globally scoped multi-modal interviewing needed to be completed within a 5-week field window.
The Details
30-40 Mins in Length
Incidence rate: 20%-30%
N= 100,500 (67 Markets N=1,500 each)
Administered in 55 languages
The Methodology
A key focus was shaping and filling market specific ethnic quotas attuned to cultural nuances within each of 67 local markets.
The Solution
Working in tandem with the client, we developed custom programming for emotion-based question types and created a reporting dashboard via our internal proprietary software.
Fieldwork was executed via market-appropriate methodologies, deploying a culturally sophisticated survey instrument, particularly in the context of surveying audiences in emerging markets. Cross-methodology results were rigorously tracked to isolate response variances.
IT infrastructure and bandwidth were actively monitored to ensure our survey platform could handle the high volume of concurrent connections without jeopardizing respondent experience and data integrity.
The Results
Key internal stakeholders were provided easy-to-access up-to-the-moment longitudinal brand data for ongoing strategic planning.
Jay Thordarson
VP, Research Services
Jay is an accomplished market research professional with extensive experience in global qualitative and face-to-face research.