Dentsu Goes Digital with Complex Study Amidst Covid, Optimizes Cost, Saves Time
Business Problem
Dentsu, a large media and advertising company, sought Borderless Access’ support amidst Covid to take its recurrent biannual consumer study for South Africa online to avoid interruptions. For us this meant transitioning a study with LOI of 60 to 70 minutes online without moving away from the standardized practice and capturing consumer behavior through different touchpoints.
What & How We Did It
- We built a custom survey program using gamification to manage the study. Custom invites were designed listing LOI and attractive incentives
- Re-engagement questions were implemented in the survey to ensure quality
- Additional quality measures were followed rigorously. Data was checked across different stages before presenting it to the client to discuss anomalies and establish new normal.
- Weighting was done on the achieved sample to match the universe proportions
Key Insights
We created a proprietary survey for the client, comprising around 5000 respondents, which gave them a robust understanding about the demographics and behavior across attributes such as consumer interests, passions, values, trust drivers, motivations and needs.
Client Impact
We made transitioning a complex study online easy for Dentsu amidst Covid in an agile and cost-effective manner through precision targeting. This enabled the company to get the latest data around behavioral nuances in the South Africa region. The company saw optimized results
Industry
✓ Advertising & Media
Solution
✓ First-party Consumer, B2B And Healthcare Panels & Communities
Market
✓ South Africa
