Many companies (especially DC-based orgs) are still heavily reliant on antiquated methods of market research. While some value can still be gained from paper surveys, this presentation explains how new technologies allow for unprecedented access into consumer behavior. The presentation draws from two case studies: (1) Cabella's captures feedback at almost every digital interaction and (2) Whirlpool uses market research to inform advertising, marketing and product design. The presentation was given by Daniel Russell (the Digital Marketing Manager at Go Fish Digital) during the DC Marketing Tech Talks event in May 2016.

1. Turning on the Lights
with Market Research
May 2nd 2016

2. About Me
Daniel Russell
Marketing Manager at Go Fish Digital
daniel.russell@gofishdigital.com
@dnlRussell
GoFishDigital.com

3. What is Qualtrics?

4. Surveys

5. Traditional Surveying

6. Nontraditional Surveying

7. What do I like about
Qualtrics?

8. Mobile Friendly

9. Engaging Question Types

10. Survey Logic

11. What don’t I like about
Qualtrics?

13. Interface

14. Refresh?

16. Case Study #1

17. Whirlpool’s Problem

18. Active Visitor Surveying

19. Product Development Surveying
Click on the part of the fridge where you store milk at home.

20. Case Study #2

21. Cabela’s Problem

22. Receipt Surveys

23. Case Study #3

24. Invitation Homes’ Problem

25. Surveying!

27. Whirlpool
• Increase in survey response rates and actionable
visual response data
Cabela’s
• Post-purchase data for in-store products
Invitation Homes
Results

28. Alternatives

29. daniel.russell@gofishdigital.com