Toluna UK Ltd. 8 Walpole Court London UK W5 5ED www.tolunaquick.com

Econsultancy case study

HOW RESEARCH INTO SOCIAL GAMING BECAME CHILD’S PLAY When digital publisher Econsultancy sought to create a comprehensive market report on social gaming, Toluna QuickSurveys supplied the solution…

The Background A go-to resource for 240,000 professionals Every month, more than 240,000 Internet professionals from some of the world’s biggest brands rely on Econsultancy for education and training. A digital publishing and training group, Econsultancy publishes practical and time-saving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

The Challenge Launching a definitive guide on Social Gaming 2010 saw Econsultancy on the verge of a major project – a series of ‘Smart Packs’: comprehensive market reports exploring emerging areas of digital marketing. The first report in the Smart Pack series was to focus on Social Gaming. The challenge Econsultancy faced, howewer, was that the consumer research reports currently available on the market did not provide the proprietary data needed for the report – nor did they cover all the areas that Econsultancy wanted to explore.

The Objective Getting quality data in a short time span In order to really understand consumer behaviour around Social Gaming – and to create a valuable, actionable report – Econsultancy clearly needed a programme of market research. What’s more, to achieve enough proprietary data, it would need to survey thousands of respondents. The problem was, time was very short. In fact, the report needed to be compiled within just a few weeks. Econsultancy’s objective, therefore, was to reach as many people as possible as quickly as possible.

The Solution 2,000 respondents, results in 24 hours To Econsultancy, the answer was obvious: Toluna QuickSurveys. A market-leading, self-service online survey tool, TQS would enable Econsultancy to ask all the right questions – quickly and cost-effectively.

Toluna UK Ltd. 8 Walpole Court London UK W5 5ED www.tolunaquick.com

Most importantly for Econsultancy, Toluna QuickSurveys was linked to the Toluna Community: the world’s largest online research community, which could deliver full survey results in just 24 hours. Econsultancy was therefore able to launch a bespoke survey questionnaire to 2,000 members of Toluna’s 600,000-member community in the UK – and to collect results by the following day. Econsultancy’s 38-page Social Gaming report was launched on time and on budget. It included market trends, key statistics and case study examples of companies using social gaming for marketing. The Client’s Verdict Feedback from Aliya Zaidi, Research Manager, Econsutlancy Econsultancy was impressed. Here’s what Aliya Zaidi, Research Manager at Econsultancy, had to say: Speed to market: “We were able to create our survey within a few minutes and collect the final results a couple of hours after the survey was launched. This was extremely quick and easy!” Scalability: “Another thing that impressed me about QuickSurveys is its scalability. If in future I want to run a smaller respondent sample, say 500 or 1000, I need only to change the number of respondents. It’s that simple.” Proprietary data thanks to real flexibility: “I really value the flexibility of QuickSurveys. I was able to choose the number of questions, the number of respondents, the markets, the question types… Being able to create the questionnaire in exactly the way I wanted saved me a lot of time and trouble, and resulted in genuinely proprietary data.” First-rate community of respondents: “These days, you can get online survey tools at a relatively small cost (although not usually of the Toluna quality), but the ability to tie it up with a first-rate consumer community is what makes QuickSurveys stand out from the crowd. I didn’t have to worry about the quality of the data and once the survey was launched to the Toluna community, the result took care of itself.” Thousands saved in data acquisition: “Cost control came from two things: choosing the number of questions and choosing the number of respondents. We only paid for what we used. Ultimately, we created a totally customised survey without paying a hefty price to a large research agency.” Data analysis made easy: “In most cases, data analysis is even more important than data itself. We needed to see the whole picture but also to look at things from different angles.

Toluna UK Ltd. 8 Walpole Court London UK W5 5ED www.tolunaquick.com

This was easy with QuickSurveys. The survey results were viewable by age, gender, income level, education and region: exactly what we needed to analyse the data. It was displayed visually, and we could also download the original data to create our own charts.”

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More About Econsultancy From offices in New York and London, Econsultancy hosts more than 100 events each year in the US and UK. Many of the world's most famous brands use Econsultancy to educate and train their staff; these include Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte and many more. Visit www.econsultancy.com