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

GolinHarris case study

HOW GOLINHARRIS MADE THE TRENDS ITS FRIENDS When global PR consultancy, GolinHarris, needed to keep abreast of trends in multiple fast-moving markets, Toluna QuickSurveys had the answers…

The Background A diverse portfolio of clients For GolinHarris, staying abreast of market trends has always been business-critical. A global PR agency with a diverse portfolio of clients, it is depended upon to understand, and give strategic guidance on, the many challenges facing different businesses from a multitude of different sectors.

The Challenge Understanding multiple markets in an accelerating world With markets are moving at an ever-increasing rate, GolinHarris – and indeed all such agencies – were becoming challenged to predict trends in the months and years ahead. Moreover, the ideas that GolinHarris presented to its clients often required solid supporting evidence – particularly when the client came from a different perspective. Meanwhile, clients everywhere had come to expect better preparation, better answers and better results from their agency partners. Clients expected….and GolinHarris had to deliver.

The Objective A cost-effective way to stay ahead of events What GolinHarris needed was a solution that would enable the agency to stay ahead of events. It needed the ability to test different ideas and develop convincing data before developing full-blown studies for its clients. This it had to do cost effectively and, most importantly, quickly.

The Solution Real insights in real time GolinHarris soon discovered the answer: Toluna QuickSurveys. Not only was this DIY survey tool packed with advanced capabilities yet extremely easy-to-use, it was directly linked to the Toluna Community: some 4 million heavily profiled, highly engaged respondents in 34 markets – ready and waiting to respond to questions. Most importantly for GolinHarris, data from the Toluna Community was available within hours – this as opposed to the months associated with a traditional market research survey.

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

Also, thanks to the community’s heavy profiling, results could be viewed by all key demographics. In essence, the data from the Toluna Community provided GolinHarris with a clear picture of real-time trends across multiple markets.

The Results A ‘must-have’ tool for every client engagement For GolinHarris, Toluna QuickSurveys has now evolved into a must-have tool for virtually every client engagement – from business development and message-testing to measurement and metrics – both within the US and internationally.

The Client’s Verdict Feedback from Mark Rozeen, EVP, Insights & Innovations, GolinHarris Mark Rozeen, GolinHarris’s EVP of Insights & Innovations, gave his feedback on Toluna QuickSurveys… Client acquisition & retention: “To put it simply, our clients have been impressed. For example, when pitching to a language learning software company, we decided to run a quick exploratory survey targeting 750 respondents in the US – with results returned in less than 10 hours. During the pitch, we demonstrated to the client that we already had a good picture of their customer base and, more importantly, the market’s opinion of their software. All of this was backed up by percentages and graphs and we could even show them the results by sex and age. The client was really impressed that we could cut directly to the main topic.” A real consumer community for ‘crowd-sourcing’ ideas: “We’ve also used QuickSurveys to pre-test and source ideas. We can add videos and images to survey questions to test the most effective advertising ideas or PR concepts before they’re developed into something more substantial. Obviously this saves us a lot of time and trouble. Ultimately, we can sense-check our ideas before we present them to clients or build a more complicated customer survey.” A must-have for further research projects: “We usually undertake custom research for our clients, but we’ve become so reliant on QuickSurveys that it’s become a ‘must-have’ tool for research projects. A full-blown custom research study may take a few months, Omnibus at least a week, but QuickSurveys takes only a few hours – whenever you want it.” Substantial cost-savings: “We always see the cost before launching a QuickSurvey survey, so we can change the number of questions and the number of respondents accordingly. Also by pre-testing concepts and ideas first, we’ve potentially saved tens of thousands of dollars.”

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

More About GolinHarris GolinHarris is a leading public relations firm built on 50 years of commitment to its clients, its values and its employees. Its professionals in 34 offices around the globe build long-term partnerships based on mutual trust. Bold thinking and flawless execution produce meaningful results for client partners. GolinHarris offers a distinctive combination of global resources and world-class expertise—with tailored approaches and personal, focused attention. Visit www.golinharris.com