Case Study: Internet Survey
A Silicon Valley-based marketing strategy firm was engaged to help a major online video provider better understand and take advantage of opportunities in the rapidly growing online video market. When asked by its client to develop an actionable segmentation of U.S. online video users, the marketing strategy firm partnered with MangoStrategy to design, implement and analyze a large-scale Internet survey.
Objectives
- Understand better the online video and related media usage for different types of U.S. Internet users
- Develop actionable customer segments which form the basis for "persona" profiles of target user groups
- Deliver the work cost effectively
MangoStrategy Approach
- Reviewed existing external and client-specific customer research
- Jointly designed questionnaire with marketing strategy firm, based on their client's input, using Internet survey tool
- Selected Internet panel based on client's requirements
- Piloted questionnaire with 100 initial respondents in order to make adjustments in survey design and sampling strategy
- Implemented survey, receiving close to 2,000 respondents
- Created overall and cross-tabulation outputs of survey results
- Calculated confidence intervals at 95% for all analyses
- Developed key findings based on analyses
Deliverables
- Produced 20 page Executive Summary which highlighted key findings and implications
- Delivered 300+ page Survey Analysis presentation, covering overall and synthesized cross-tabulation results across multiple demographic and media usage attributes
Impact
- Enabled marketing strategy firm to deliver higher value to their client
- Provided greater depth of analysis and insights within the project's budget constraints
- Delivered insightful findings used by client in their strategy, marketing and communications efforts