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September 2021

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

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

Marketing Agency

Project Brief

Consumer insights for product launch marketing campaign

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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?

  1. "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
  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
  3. "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
Conducting online research via Vase.ai helps when a deadline is tight because the turnaround is fast and we were able to see live data throughout the collection period.
Chit Quah, Managing Director of SPIN Communications

The Delivery

  1. Research results enabled more solid decision-making
    Research showed that respondents are likely to purchase the product at a premium price range when made aware of information that are important to them in terms of health benefits
  2. Understanding consumer segments' level of awareness
    Data revealed that category awareness was high for specific segments of the target audience, indicating that they will be receptive towards the new product which led to a successful launch
  3. A step-by-step guide to achieve best results
    The Vase.ai team provided a detailed step-by-step session on best practices when using the online platform to develop a questionnaire and to view live results via the dashboard
  4. Efficient customer assistance throughout the day
    The Vase.ai team was helpful and client servicing was always reachable at any time of the day. This helped tremendously in SPIN's ability to create an efficient workflow process on their end, and most importantly, the ability to deliver results based on their client's requests
Chit Quah, Managing Director of SPIN Communications
Vase.ai's quick turnaround time allowed us to determine the campaign direction, instead of having to wait till the completion of a research to get a top line.
Chit Quah, Managing Director of SPIN Communications

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