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Brand Chek has reinvented on-line learning. By leveraging the latest web 2.0 technologies, it significantly improves the experience for respondents and clients, while also reducing costs and......

Brand Chek has reinvented on-line learning. By leveraging the latest web 2.0 technologies, it significantly improves the experience for respondents and clients, while also reducing costs and turnaround time.

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  • 1. brand chek What if you could connect with consumers better, faster, and for less? With brand chek, you can. At Brand Chek, we’re improving on-line learning. Making it better, faster, and less costly. We’re leveraging web 2.0 technology to improve the entire process. More efficient recruiting and sched- uling. More realistic stimulus. Easier-to-manage interview flows. And innovative tools to capture and analyze data. We’re also making it easier for team members to conduct interviews themselves. This not only reduces costs, it also provides a more personal, relevant learning experience.http://brandchek.com bobavena@brandchek.com
  • 2. brand chek web + phone, shared screen interviews Shared screen Web + Phone connection programmed captured data stimulus to database The vision is simple. Qualitative interviews that leverage the full power of web 2.0 technology to deliver a much more engaging and interactive learning venue. Brand Chek leverages a shared-screen, web + phone connection that combines the interactivity of the web with the intimacy of a live phone discussion. moderator respondent Moderators connect with consumers via web + phone technology built on the GoToMeeting platform. They are able to share their screen while also speaking live with the re- spondent over the phone. Team members may also connect to the interview, watch- ing the shared screen portion and observers observers listening to the conference call between the moderator and re- spondent. Private messages may be sent between the moderator and the observers, without the respondents’ knowledge.http://brandchek.com bobavena@brandchek.com
  • 3. brand chek web + phone, shared screen interviews Shared screen Web + Phone connection programmed captured data stimulus to database The shared screen delivers a pre-programmed stimulus that is moderator respondent accessed by the moderator at the beginning of the interview. The stimulus has a sequence of screens which are programmed to handle interview flow, con- tent, and questions. Typically the first series of screens provide an overview of the interview, secure agreement to an NDA, and collect pertinent category information. The next series of screens deliver observers observers the core stimuli, such as an inter- active concept, shelf simulation, or advertising test. The last series of screens ask any final questions and thank the respondents for their time. Consumer responses are captured as the interview pro- gresses, and sent to a database for storage and analysis.http://brandchek.com bobavena@brandchek.com
  • 4. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis improving the total process Conducting qualitative involves Brand Chek improves respondent three core activities. First of all, management by automating the respondents must be screened recruiting and scheduling process. and scheduled. Secondly, This enables clients to identify high stimulus and interviews must be quality respondents without the planned and executed. Finally, consumer responses (data) must Respondents Interviews high cost of screening via profes- sional recruiters. be collected and analyzed. Brand Chek improves interview Brand Chek leverages web 2.0 management with it’s web + phone, technology to significantly shared screen technology. Brand improve all three of these core Chek also leverages interactive stim- activities. uli that script interview flow, present ideas in a more realistic manner, and Data make it easier for non-professional moderators (such as team members) to conduct consumer interviews. Brand Chek improves data manage- ment by building data capture and data analysis into all stimuli.http://brandchek.com bobavena@brandchek.com
  • 5. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis * automated recruiting Building a respondent database e-mail request potential respondent web-based screener database of qualified respondents Brand Chek automates the recruiting process. E-mails are sent to a list of potential respondents, who have been identified by methods such as web- based advertising or client opt-in e-mail addresses. Potential respondents may follow a link to a web-based form, where they answer questions which will evaluate their appropriateness. A database of qualified respondents is selected and stored for future interview requests.http://brandchek.com bobavena@brandchek.com
  • 6. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis * automated scheduling Conducting interviews in days, not weeks e-mail request to database of respondents sign up for confirming reminder respondents log-in using pre-recruited respondents available slots "first come, e-mail e-mail Brand Chek automates the respondent scheduling process. When a client requests that consumer interview be arranged,link and dial-in the cli- e-mails are sent to first serve" ent’s database of pre-recruited respondents. Interested respondents follow a link to a list of available interview dates and times. When they sign up, they are sent an immediate confirmation e-mail which includes the information that they will need to connect to the interview (the date and time, as well as a web link and a phone number). A second e-mail, with this same information, is sent as a reminder one day before the interview is scheduled.http://brandchek.com bobavena@brandchek.com
  • 7. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis * programmed interview ow Helping moderators manage interview details Respondent stimuli are built from pre-programmed question screens, where the interview flow market reality stimulus market reality stimulus respondent thank you welcome screen NDA screen respondent questions screen about interviews screen proceeds based on respondent input and instructions embedded in the screens. This makes it much easier for moderators to focus on learning and probing, without having to worry about the mechanics of managing the interview flow, or remembering exactly where and how to ask questions. Natu- rally, moderators lead the inter- view, but the pre-programmed prompts make the process much easier to manage.http://brandchek.com bobavena@brandchek.com
  • 8. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis * market reality stimulus Taking full advantage of web-based interactivity The right stimulus is essential to suc- cessful consumer interviews. Written concept statements have long been the standard, but they do not reflect the reality of the marketplace, are too logical, and too rational. Brand Chek stimuli take full advantage of the interactivity of it’s web-based venue. A wide range of tools have been developed, including interactive concepts, simulated shelf tests, and virtual advertising tests.http://brandchek.com bobavena@brandchek.com
  • 9. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis * interview training and feedback Preparing team members to conduct consumer interviews Brand Chek streamlines many of the organizational aspects of moderating, such as managing the flow of stimulus and questions, and keeping track of consumer responses. This makes it easier for moderators to manage interviews. This, in turn, makes it easier for team members to moderate interviews personally, instead of relying on a trained moder- ator. This direct contact with consumers often gives team members a deeper knowledge, and eventually a more intuitive feel, for their consumers. In order to help team members develop the skills needed to moderate interviews effec- tively, Brand Chek offers free team training and periodic feedback sessions.http://brandchek.com bobavena@brandchek.com
  • 10. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis programmed data capture * Automating and standardizing consumer response data All brand chek stimulus are hard-wired to capture the data that is generated when consumers interact with mouse clicks are the - even during qualitative tracked and data interviews. database are pushed out to database This makes moderating easier, and provides a source of downstream analysis.http://brandchek.com bobavena@brandchek.com
  • 11. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis programmed data analysis * Automating and standardizing analysis of consumer response data Wired for data capture All brand chek tools are built to capture data - even during qualita- tive interviews. This makes mod- erating easier, and provides the source of downstream analysis.http://brandchek.com bobavena@brandchek.com
  • 12. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Better on-line learning Better venue. Better stimulus. Better data management. Traditional Live Qualitative Live Web Brand Chek Learning Venue live interview chat-based web + phone shared screen Stimulus paper or prototypes static pages interactive Data Management note taking data collection web-based data base There are many scenarios for projecting costs, but we’ll consider three here. Generate greater savings through a quarterly or annual fee-based approach. In this scenario, clients pay a standard monthly fee, and then have unlimited use of Brand Chek technology and systems.http://brandchek.com bobavena@brandchek.com
  • 13. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Faster on-line learning Connect in just days. Or hours. Traditional Live Web Brand Chek There are many scenarios for projecting costs, but we’ll consider three here. Live Qualitative In the traditional approach, respondents are Interview Lead Time 7 - 10 working days 5 - 7 working days 1-3 working days recruited and compensated using traditional focus group methods; this does not deliver savings. In the web approach, respondents are identified and compensated using web- based methods; there is a savings of ~15% vs web qual (30% vs local live qual). In the DIY scenario, clients provide e-mail addresses and moderators; there is savings of ~70% vs web qual (75% vs local live qual). Generate greater savings through a quar- terly or annual fee-based approach. In this scenario, clients pay a standard monthly fee, and then have unlimited use of Brand Chek technology and systems.http://brandchek.com bobavena@brandchek.com
  • 14. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Lower cost on-line learning Reduce cost by 15% - 75%. There are many scenarios for projecting costs, but we’ll consider three here. Live Qual Web Qual Brand Chek In the traditional approach, respondents are Cost Travel Live Qual Local Live Qual Web Qual Traditional Web Client DIY recruited and compensated using traditional Respondents 20 20 20 20 20 20 focus group methods; this does not deliver Recruiting/respondent $125 $125 $125 $125 $75 $25 savings. In the web approach, respondents Recruiting Fee $2,500 $2,500 $2,500 $2,500 $1,500 $500 are identified and compensated using web- Incentive/respondent $125 $125 $75 $75 $50 $25 based methods; there is a savings of ~15% vs Incentive Fee $2,500 $2,500 $1,500 $1,500 $1,000 $500 web qual (30% vs local live qual). In the DIY Moderator Fee $10,000 $10,000 $10,000 $10,000 $7,500 $1,500 scenario, clients provide e-mail addresses and Facility Fee $2,500 $2,500 $- $- $- $- moderators; there is savings of ~70% vs web qual (75% vs local live qual). Travel $2,000 $- $- $- $- $- Brand Explorer Fee $2,000 $2,000 $2,000 Generate greater savings through a quar- Total $19,770 $17,770 $14,220 $16,220 $12,145 $4,570 terly or annual fee-based approach. In this scenario, clients pay a standard monthly fee, and then have unlimited use of Brand Chek technology and systems.http://brandchek.com bobavena@brandchek.com
  • 15. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Low cost, fee-based plans Team moderating, monthly fees can significantly reduce costs Brand Chek Many clients desire frequent consumer learn- ing, some as often as 2-4 times per month. Cost Traditional Web Client DIY Client DIY Fee This can be an ideal scenario for a fee-based Respondents 20 20 20 120 approach that also utilizes team moderating. Recruiting/respondent $125 $75 $25 $25 Generally, the Brand Chek monthly fee for Recruiting Fee $2,500 $1,500 $500 $3,000 unlimited interviews is $3,500 - $5,000 per Incentive/respondent $75 $50 $25 $26 month, when contracted on a 90-day basis. Incentive Fee $1,500 $1,000 $500 $3,120 For clients who conduct three Brand Chek Moderator Fee $10,000 $7,500 $1,500 $1,500 sessions per month, and who leverage team interviewers to conduct 40 interviews per ses- Facility Fee $- $- $- $- sion, the cost per respondent is often under Travel $- $- $- $- $100. Brand Explorer Fee $2,000 $2,000 $2,000 $3,500 Total $16,220 $12,145 $4,570 $11,291 Cost per respondent $811.00 $607.25 $228.50 $94.09http://brandchek.com bobavena@brandchek.com
  • 16. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Frequently Asked Questions When should I consider using Brand Chek? Consider Brand Chek for any on-line learning project. It will provide a better experience for respondents, moderators, and observers. And, it will also reduce the cost-per-respondent and the lead time required to arrange the interview. Brand Chek offers a wide range of interactive tools, designed to meet virtually any learning need. For example, the Brand Chek interactive concept tool is designed to meet the basic needs of new idea evaluation (which is typically accomplished via concepts). However, it accomplishes this in a manner that leverages the interactive nature of the web to deliver a more dynamic and market-driven stimulus. For example, concepts are first presented at a high level, with simple headlines and visuals. Respondents may ‘click on’ an element that interests them most, and learn more. They eventually see the entire concept, but we end up learning which elements of the concept were most engaging, and which were not. Brand Chek also offers a wide range of stimuli which are targeted for specific learning needs. For example, our simulated shelf may be used to assess anything from new package graphics to an innovation idea expressed as a package on a shelf. Other tools have been developed for advertising learning, messaging learning, insight learning, and more.http://brandchek.com bobavena@brandchek.com
  • 17. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Frequently Asked Questions How large should my ‘respondent reservoir’ be? That depends. If your priority is short lead times for arranging interviews, then you should have a relatively larger database. In my experience, having several hundred respondents in a database makes it much easier to arrange interviews on very short notice, such as one or two days. But some clients have had success with a database under 100 respondents. It’s also important to have a view on how many times a respondent may be contacted. Some clients subscribe to the “purist” view that respondents should be used only once. But, pragmatically, it may make sense to consider multiple interviews over a period of time. For example, once every six months or once a year.http://brandchek.com bobavena@brandchek.com
  • 18. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Frequently Asked Questions Is it wise to have team members interview consumers directly? That depends on the team member, but it can be very impactful to have a direct conver- sation with a consumer instead of always handling it through a trained moderator. In order to conduct an effective interview, team members must understand that they are there to learn, listen, probe, and discover -- and not to promote their agenda to the con- sumer. This can be a difficult attitude for some team members to adopt, but it is a “teach- able attitude”. Furthermore, team members must acquire the ability to process what they are hearing - and ask any follow-up questions - while they “are in moment” of the interview. Brand Chek helps team members to develop and refine their skills as moderators. First of all, Brand Chek utilizes pre-programmed stimuli which scripts the basic interview flow and questions “automatically” as the interview proceeds. This makes it easier to manage the mechanics of the interview, and makes it easier for moderators to take the time to process what they are seeing and hearing from respondents. Secondly, Brand Chek provides train- ing and feedback to help team members to develop and refine their moderator skills. It has been my experience that most clients can be trained to be effective moderators in about 2-4 weeks, and over about 5-10 interviews.http://brandchek.com bobavena@brandchek.com
  • 19. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Frequently Asked Questions How much does Brand Chek cost? There are a wide range of options for brand chek services, which are described in more detail on the “cost” page (click here to learn more). In addition to offering the service on a per-project basis, Brand Chek offers a fee-based alternative for those clients who conduct large numbers of consumer inter- views. The fee-based approach can significantly reduce the cost-per-respondent, especially when used in conjunction with team-based interviewing (click here to learn more).http://brandchek.com bobavena@brandchek.com
  • 20. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Getting Startedhttp://brandchek.com bobavena@brandchek.com
  • 21. brand chek respondent management interview management data management automated automated programmed market reality interview training programmed programmed recruiting scheduling interview ow stimulus and feedback data capture data analysis Summary Brand Chek is a web-based consumer interview service that leverages the full potential of web 2.0 technology to significantly improve the way that on-line inter- views are conducted. Please contact us (click here) to learn more. Better. Brand Chek delivers better on-line interviews through it’s web + phone shared screen technology (which provides a better learning venue) and through its pro- prietary interactive stimuli which help to manage interview flow and data collec- tion, and share ideas in a more realistic, market-driven manner. Faster. Brand Chek delivers faster on-line interviews by leveraging web-based technology to automate the screening and scheduling processes. Lower Cost. Brand Chek’s web-based screening also reduces cost by eliminating the need for professional screeners. Additionally, because Brand Chek makes it easier for team members to conduct interviews themselves, costs may be reduced significantly by reducing the need for professional moderators.http://brandchek.com bobavena@brandchek.com
  • 22. brand chek Contact Brand Chek was founded by Bob Avena, a brand developer with over 25 years of brand development and consumer learning experience. Bob has successfully used Brand Chek technology for his brand development clients, and is now expanding this service more broadly. Contact Bob Avena: Phone (US) (917) 696-4996 e-mail bobavena@brandchek.comhttp://brandchek.com bobavena@brandchek.com
  • 23. brand chek Thank you!http://brandchek.com bobavena@brandchek.com