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How Vase.ai Helped SPIN Communications Get Insights For A Product Launch

As Spin Communications was developing a campaign for a new product launch, they wanted to understand their target audience better, the awareness of the audience for the product category, their perceived benefits of the product and ultimately, understand their overall purchase behaviour. The insights will allow SPIN to craft the marketing campaign for a successful product launch
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Project Brief

Consumer insights for product launch and marketing campaign

About The Company

 

SPIN blends all the strategic, creative, technology and production skills needed to help connect people with brands and drive meaningful outcomes. As customer insights are key to building lasting relationships, SPIN worked with Vase.ai to help build a full scale marketing campaign for their client with an emphasis on data-backed strategies

What did Vase.ai solve for SPIN Communications?

 

Group 3960 (2)"Such a time saviour!"

We were able to conduct an online research with a short turnaround, sparing us time for subsequent strategy planning for our client

Group 3960 (2)"Reliable base of respondents"

With Vase.ai's proprietary panel of respondents, where every sign up goes through a thorough identity verification process, we are confident with the legitimacy of the survey responses

Group 3960 (2)"Strategic survey crafting"

Upon sharing our objectives, the Vase.ai team aided in crafting our questionnaire strategically to ensure that respondents are guided to respond as accurately as possible

The challenge

 

SPIN was working with their client to introduce a new product and needed the necessary consumer insights to develop the right strategy

1. Learning & understanding the target audience

As Spin Communications was developing a campaign for a new product launch, they wanted to understand their target audience better, the  awareness of the audience for the product category, their perceived benefits of the product and ultimately, understand their overall purchase behaviour

2. Pandemic rendered uncertainties to run traditional focus group

While conducting focus group discussions would help with taste testing and product feel, the COVID-19 pandemic meant that this is no longer feasible. The focus then became more to uncover consumer insights for the marketing campaign, which is predominantly online. Hence, an online survey would be the most representative

3. Cost and time concerns amidst the pandemic

With a growing list of uncertainties, cost and time were main concerns. Additionally, sourcing for a legitimate audience to run the research was already a challenge, more so during this period when people are mostly unreachable since they are working from home

The Solution!

 

Vase.ai's team of research experts worked hand-in-hand with SPIN in designing a holistic survey. The team focused on understanding core consumer segments and their behaviours

  1. Time factor
    Vase.ai conducted the online research with a short turnaround time, and obtained a reliable base of respondents for the research
  2. Strategic approach
    Upon SPIN sharing their objectives, the Vase.ai team aided in crafting a questionnaire that strategically ensured respondents are guided to respond as accurately as possible
  3. Data
    With results collected from the research, SPIN was able to propose a communication strategy backed by data to help their client market their product effectively
  4. Live results
    With live results available on the online dashboard, the team could brainstorm strategies for the campaign concurrently, further saving time

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