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August 2021

How Vase.ai Helped M&C Saatchi’s The Source Asia To Do A Concept Validation in 3 Days

The Source Asia's client was about to launch a new product, they needed to quickly validate their approach to ensure that consumers are positively attracted to all the product features, including its colour and the name. The project got even more challenging when the client mentioned that the budget is low, charts are required along with some analysis to interpret the data, and above all else, everything has to be delivered in one week.

How Vase.ai Helped M&C Saatchi’s The Source Asia To Do A Concept Validation in 3 Days
Industry

Consumer Research and Insights

Project Brief

Validate concept prior to product launch

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About The Company

The Source Asia is a consumer insights and research company that prides itself on providing strategic and impactful marketing initiatives for its clients. M&C Saatchi’s The Source advocates appropriate research methods to ensure their strategies are backed with meaningful action points.

What is a Validation Survey?

A validation survey is conducted when you have hypotheses that you’d like to test out. It could be a problem that you’re trying to solve, a product that you’re trying to introduce, an ad concept that you’re trying to launch or a packaging design that you’re working on.

What did Vase.ai solve for M&C Saatchi’s The Source Malaysia?

  • They made a seemingly impossible deadline possible, turning a 3 month research process into just 3 DAYS!
  • They provided data accompanied by charts and insights, allowing us to quickly make sense of everything
  • The Vase.ai platform comes with a customer support chat bubble that is very responsive, even during weekends!
  • We saved so much time as their platform provides ‘live charts’, we are able to check responses as and when the survey is being answered, eliminating the need for data cleaning after fieldwork has been completed
  • The total project cost was done well within budget and timeline
Dan Harrow, Managing Director
Working with Vase.ai is the most painless project I’ve done in my life.
Dan Harrow, Managing Director

The Challenge

M&C Saatchi’s The Source was faced with a client request that has been a challenge to fulfill by many.

  • The client has a low budget
  • The client needs the data presented in charts
  • The client needs insights backed by data
  • The client needs all of the above in less than one-week

As this client was about to launch a campaign for an upcoming product, they needed to quickly validate their approach to ensure that their target consumers are positively attracted to all product features, including its colour and the name.

Dan Harrow, Managing Director
You can now say to your boss: “Give me a tiny budget, give me 5 days, I’ll answer the core questions that we shouldn’t ignore in a time and cost effective way that will allow us to avoid major mistakes.
Dan Harrow, Managing Director

The Solution

Vase.ai worked with M&C Saatchi’s The Source to run a validation survey to validate their clients’ approach to a product they were about to release. Vase.ai guided them with the appropriate questionnaire format and angle, language translation, and platform usage to get optimum results.


Question format & approach
Choosing the proper format of questions is vital to gain honest and straightforward answers. The team of research experts at Vase.ai aided with the appropriate design for each question to conclude more relevant and impactful insights.


Audience selection
Understanding and selecting the appropriate demographics will provide meaningful insights that will elevate the client’s strategies.


Live Results & Insights
As the charts are live, the client is able to view responses as the survey is being answered, eliminating the need for data cleaning after fieldwork is completed.


Quick Results
With a proprietary panel of 450,000 identity validated Malaysians and 2.6 million consumers across 5 ASEAN countries on the platform, a nationwide survey across Malaysia was done in 3 days, and charts were already available.


Intelligent Platform
Customer support team helped client navigate the platform and client found the platform to be highly intuitive.

The Delivery

The Vase.ai team worked closely with the client to create a validation survey that resonated with their core audience. As the client is not Malaysian, translation to the local language - Bahasa Malaysia, too was a challenge which the team at Vase.ai could assist with.


The results:

  • Results were delivered within 3 days
  • Charts were delivered to the client on the 3rd day and the client was happy
  • Total project cost was done well within budget with some profit to be made
Dan Harrow, Managing Director
Vase.ai is for when you don’t want to do research but it’s stupid for you not to, perfect for people who are resistant to research. Low maintenance to client, low maintenance to agency. Quick answers, quick data, good for PR. Vase.ai is perfect for producing bite sized information, e.g. 9 out of 10 people like this product - perfect for telling the boss.
Dan Harrow, Managing Director

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