How to do Ad Testing on Tablets and Smartphones: A Webinar Replay

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In our latest webinar, we demonstrated how to conduct ad testing, and specifically how you can do ad testing on tablets and smartphones. Learn the traditional ways of testing ads and get introduced new ways to test ads on your mobile devices.  Advertising today is more innovative and risk taking than ever before. It is important to collect data and make sure that you are sending the right message to the right demographic in advertising. Taking your ad testing mobile can help you achieve this and have better insights on how to effectively advertise.

Up until recently there were limitations to testing ads on mobile devices. You may be asking yourself questions such as – Why test ads on mobile devices? Why not test ads the way it is already being done? A lot has changed in the past several years, and mobile devices are a huge part of our lives day in and day out.  With ad testing on tablets and smartphones, you can test the reaction to advertising in the moment and collect feedback from your target audience. You can verify who is responding to your ads by actual seeing them in person, and being able to tell that they are who they actually say they are. Most importantly, you can see the return on investment from your advertising and methods used to test your various types of media.

If your ads are sensitive materials, there is no need to worry. Your information will not get into the wrong hands because you can instantly delete the mobile device of content – something you can’t do with computers.

We invite you to watch a replay of our webinar and access the slides from the presentation below.

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Follow up from Webinar on Thursday June 17th, 2010

On Thursday June 17th, 2010 we teamed up with Dorian Simpson of Planning Innovations on the topic:

Effective Use of Online Surveys for the Innovation Process

The turn out for this topic was fantastic! It has been proven that customer-driven innovation requires a steady flow of real insight from real customers. However, to be successful, the right questions and techniques must be used for each stage of innovation. If used correctly, cost-effective online survey methods can become an essential tool to consistently deliver new, valuable products and services.

Dorian presented on VOC (voice of the customer) techniques that can be applicable to an online survey. Although there is no substitute for doing in-person interviews, the process of gathering and analyzing qualitative data via an online survey can increase efficiencies and deliver real-time data that will allow your firm to stay with or ahead of any industry trends.

The focus of our discussion looked at Customer Problems, Trends of Interest, Feature Priorities, Value Questions, Market Size, Pricing, and Take rate (boxed in red above). In order to clarify this fuzzy stage we must look at discovery and validation technique also known as divergence and convergence methods.

Most surveys are used for “convergence” or validation research

That’s OK… but…

–The set of options you may be testing are assumed to be accurate.

–They typically don’t solicit the problems customers will value

–The language or words used may not reflect how your customers talk about the product or problem

E.g. Home audio speakers – On a scale of 1 to 5:

“How important is it for your headphones to sustain a complex bass tone”???? Very Important!

Convergence surveys without understanding customer language, real problems, and options THEY desire lead to missed opportunities and can often misdirect innovation efforts.

Tips in using Voice of the Customer Techniques:

1.Seek attitudes, problems and needs (not product features and functions)

2.Use open-ended questions to solicit more detailed responses

3.Process results

1.Break down responses into bites

2.Look for trends, clusters, and themes

3.Seek clues that can be used to test further and create hypothesis for valuable opportunities

Use your surveys to solicit problems! Consumers have gotten accustomed to sharing thoughts in threads in short bursts. Texting, emailing, IM’ing, Facebooking, tweeting, etc.

Often the ‘open-ended’ results are the most interesting and enlightening part of survey responses.

Additional Tips to Implement during the Innovation Process:

1.Write your survey as if you were in a 1-on-1 interview

2.Results are “qualitative”, so set goals to receive 30-40 responses

3.Conduct multiple surveys to various target groups to test different questions to find those that gain real insight

4.You can ask more intimate questions of current customers than potential customers, but don’t let that stop you from trying!

5.Follow general good online survey techniques

-Test your survey

-Make it clear responses keep strictly confidential

-Keep survey results to 15-20 minutes

-Provide incentives

6.Conduct threaded surveys – Get responses, then send out follow up surveys to the same group to elaborate on response themes (not specific responses.. that’s creepy)

7. Use visuals of the task to ask questions such as adding a sketch of someone waking up to get users to think about the problem

8.Get creative and try to make it fun for your customers to give you thoughtful and honest responses

About the author: Dorian Simpson founded Planning Innovations in 2002 to help technology-driven companies launch successful products and services through focused innovation management and planning. He has significant experience in both engineering and marketing to help build the bridge between these two critical innovation functions.

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REGISTER TODAY: Effective Use of Online Survey Tools in the Innovation Process

Webinar Presentation
Thursday June 17th, 2010
9:00AM PST

Looking for ways to bring innovation to your company without going over budget?

It’s been proven that customer-driven innovation requires a steady flow of real insight from real customers. However, to be successful, the right questions and techniques must be used for each stage of innovation. If used correctly, cost-effective online survey methods can become an essential tool to consistently deliver new, valuable products and services.

Join Survey Analytics and Planning Innovations for this one-hour webinar on how cost-effective online tools can be used throughout the innovation process to identify needs, explore solutions, and validate concepts.

1)       How can online surveys be used in the discovery process to fuel innovation?

2)       How should your survey techniques change throughout the innovation process?

3)       What kind of questions can actually limit your ability to innovate?

This webinar will answer these questions and more as well as provide a forum to discuss specific challenges.

CLICK HERE TO SIGN UP: https://www2.gotomeeting.com/register/513450435

About the Presenters:

Dorian Simpson founded Planning Innovations in 2002 to help technology-driven companies launch successful products and services through focused innovation management and planning. He has significant experience in both engineering and marketing to help build the bridge between these two critical innovation functions.

Esther LaVielle is a Senior Account Manager at QuestionPro and Survey Analytics, which was started in 2002 inSeattle and is now one of the fastest growing private companies in the US. Prior to her adventure at QuestionPro she spent 3 years as a Qualitative Project Manager at the Gilmore Research Group.

Reblog this post [with Zemanta]

WEBINAR: Effective Use of Online Survey Tools in the Innovation Process

Webinar Presentation
Thursday June 17th, 2010
9:00AM PST

Looking for ways to bring innovation to your company without going over budget?

It’s been proven that customer-driven innovation requires a steady flow of real insight from real customers. However, to be successful, the right questions and techniques must be used for each stage of innovation. If used correctly, cost-effective online survey methods can become an essential tool to consistently deliver new, valuable products and services.

Join Survey Analytics and Planning Innovations for this one-hour webinar on how cost-effective online tools can be used throughout the innovation process to identify needs, explore solutions, and validate concepts.

1)       How can online surveys be used in the discovery process to fuel innovation?

2)       How should your survey techniques change throughout the innovation process?

3)       What kind of questions can actually limit your ability to innovate?

This webinar will answer these questions and more as well as provide a forum to discuss specific challenges.

CLICK HERE TO SIGN UP: https://www2.gotomeeting.com/register/513450435

About the Presenters:

Dorian Simpson founded Planning Innovations in 2002 to help technology-driven companies launch successful products and services through focused innovation management and planning. He has significant experience in both engineering and marketing to help build the bridge between these two critical innovation functions.

Esther LaVielle is a Senior Account Manager at QuestionPro and Survey Analytics, which was started in 2002 inSeattle and is now one of the fastest growing private companies in the US. Prior to her adventure at QuestionPro she spent 3 years as a Qualitative Project Manager at the Gilmore Research Group.

Reblog this post [with Zemanta]

Register NOW: Effective Use of Online Survey Tools in the Innovation Process

Webinar Presentation
Thursday June 17th, 2010
9:00AM PST

Looking for ways to bring innovation to your company without going over budget?

It’s been proven that customer-driven innovation requires a steady flow of real insight from real customers. However, to be successful, the right questions and techniques must be used for each stage of innovation. If used correctly, cost-effective online survey methods can become an essential tool to consistently deliver new, valuable products and services.

Join Survey Analytics and Planning Innovations for this one-hour webinar on how cost-effective online tools can be used throughout the innovation process to identify needs, explore solutions, and validate concepts.

1)       How can online surveys be used in the discovery process to fuel innovation?

2)       How should your survey techniques change throughout the innovation process?

3)       What kind of questions can actually limit your ability to innovate?

This webinar will answer these questions and more as well as provide a forum to discuss specific challenges.

CLICK HERE TO SIGN UP: https://www2.gotomeeting.com/register/513450435

About the Presenters:

Dorian Simpson founded Planning Innovations in 2002 to help technology-driven companies launch successful products and services through focused innovation management and planning. He has significant experience in both engineering and marketing to help build the bridge between these two critical innovation functions.

Esther LaVielle is a Senior Account Manager at QuestionPro and Survey Analytics, which was started in 2002 inSeattle and is now one of the fastest growing private companies in the US. Prior to her adventure at QuestionPro she spent 3 years as a Qualitative Project Manager at the Gilmore Research Group.

Reblog this post [with Zemanta]

WEBINAR: Effective Use of Online Survey Tools in the Innovation Process

Webinar Presentation
Thursday June 17th, 2010
9:00AM PST

Looking for ways to bring innovation to your company without going over budget?

It’s been proven that customer-driven innovation requires a steady flow of real insight from real customers. However, to be successful, the right questions and techniques must be used for each stage of innovation. If used correctly, cost-effective online survey methods can become an essential tool to consistently deliver new, valuable products and services.

Join Survey Analytics and Planning Innovations for this one-hour webinar on how cost-effective online tools can be used throughout the innovation process to identify needs, explore solutions, and validate concepts.

1)       How can online surveys be used in the discovery process to fuel innovation?

2)       How should your survey techniques change throughout the innovation process?

3)       What kind of questions can actually limit your ability to innovate?

This webinar will answer these questions and more as well as provide a forum to discuss specific challenges.

CLICK HERE TO SIGN UP: https://www2.gotomeeting.com/register/513450435

About the Presenters:

Dorian Simpson founded Planning Innovations in 2002 to help technology-driven companies launch successful products and services through focused innovation management and planning. He has significant experience in both engineering and marketing to help build the bridge between these two critical innovation functions.

Esther LaVielle is a Senior Account Manager at QuestionPro and Survey Analytics, which was started in 2002 inSeattle and is now one of the fastest growing private companies in the US. Prior to her adventure at QuestionPro she spent 3 years as a Qualitative Project Manager at the Gilmore Research Group.

Reblog this post [with Zemanta]

Marketing’s Acupressure Problem

Peanut-Buttered Marketing has little hope for success. Marketing that stems from the “meridian” philosophy of early Chinese medicine is the only real way to go. In Acupuncture and Acupressure, certain nodal points in the body are located as “meridians” that when stimulated have far-reaching effects throughout the body. Marketers need to know the acupressure points in their ecosystem if they hope to ever show the results they claim they can. Spreading marketing evenly, while understandable, is by and large a failing proposition.

Consider the following problem: Let’s say you are CMO of a company that wants to get Developers to write applications for your new Mobile operating system. You want to incite action and participation from Developers by getting them to change their perceptions of your company and your competitors. Where would you spend the bulk of your marketing efforts? Well, clearly, you’d spend resources in Silicon Valley, the well-known “headwaters” of perception in the world of technology and home to Apple Corporation, maker of the iPhone and incumbent perception-leader in its space. It would be foolish to spend equal amounts in the Valley and in, say, Los Angeles though the latter is a bigger market.

Continue Reading…

Romi Mahajan is President of KKM Group, an Advisory company focused solely on Strategy and Marketing in the Technology, Media, Agency, and Luxury Goods sectors.