Here’s the thing about effective market research methodologies… while technology evolves and new approaches are introduced, a methodology that has proven its worth, persists. Moreover, the introduction of new technologies can broaden the application of a tried-and-true methodology. Case-in-point dial testing—once confined to traditional focus group settings, is now finding its place in the online research world. In this presentation, Dialsmith Vice President Eric Alzuhn will detail how this methodology is being used effectively online to capture second-by-second, in-the-moment feedback on anything from 30-second commercials to full-length television pilots and everything in-between, and preview where the technology is headed.

1. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Re-Envisioning Dial Tes0ng in the
World of Online Research
Eric Alzuhn
Senior VP | Dialsmith

2. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
NewMR 2018 Sponsors
Pla0num
Gold
Silver
Communica0on

3. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Here’s My
One-Minute
Dial Tes0ng
Story…

4. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Yes, Those Dials…

5. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Who’s
using it?
Media
Nielsen
Adver0sing
HSN
Sales
Amway
P&P
Energy
Founda0on
Li0ga0on
Trial
Consultants
Tech
Qualtrics

6. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
We All Love
Stats… Don’t
We?
Qual
Research
35%
Quant
Research
59%
Other
6%
Research By Type*
*From 2017 GRIT Report

7. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
We All Love
Stats… Don’t
We?
Qual
Research
35%
Quant
Research
59%
Other
6%
Research By Type*
36% Online
70% Online/
Mobile Surveys
*From 2017 GRIT Report

8. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Source: AOL Adver0sing
We All Love
Stats… Don’t
We?

9. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection

10. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection

11. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection

12. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Oh Yeah, It’s
On (line)

13. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
So, You Want
Proof?

14. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection

15. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection

16. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Assess effec0veness of
tutorials & instruc0onal
videos

17. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Assess video as a whole
but also how individual
segments (steps) of each
video performed

18. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Addi0onal requirements…
Test large, geographically
diverse sample group in their
own homes
Integrate with Qualtrics

19. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
“Because we tested a few
different, yet similarly structured,
videos, we were able to make
comparisons across videos to
derive deeper insights.”

20. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
“The dial data also allowed us to
accumulate and assess
‘helpfulness’ scores that
encapsulated feedback for both
the video in totality as well as for
sub-segments of each video.”

21. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection

22. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Thank You!
www.dialsmith.com
Eric@dialsmith.com
www.linkedin.com/in/ericalzuhn

23. Re-Envisioning Dial Tes0ng in the World of Online Research
Eric Alzuhn, Dialsmith
The Future of
Data Collection
Q & A
Ray Poynter
NewMR
Eric Alzuhn
Dialsmith