The call comes in from the pitch consultant with multiple agencies on the long list. Everyone is excited but, at the same time, you realize you’re up against some serious contenders and statistically you have a 1 in X chance of making the final round. You need to get the biz dev wheels turning fast. You’d love some qualitative research to have a POV to start informing the creative brief, but OOP expenses are strictly managed by the CFO and every group is asking for funding. Focus groups are seen to be too traditional or you can’t afford a national sample; plus, time doesn’t permit because you have one week to get the next round of pitch material together.
Perfect occasion for Fabric; perfect occasion for high quality mobile video surveys.
A 15-person Fabric survey. Bingo. 7 questions per person gives you over 90 minutes of video responses (respondents each have 1 minute to respond to each question). You have a national or global sample of people answering very specific questions about the client’s brand or product that you can bake into a presentation or even edit into a quick video. Heck, create a pitch manifesto for your approach based on the insights gathered, and leapfrog those other agencies. Responses “ship as they fill” so you and everyone on the pitch team reviewing responses as they come in. You can start to inform your internal teams about the consumer POV and use it to influence the way they think about creative, media, and every other aspect of the pitch.
I walked into the agency at 9:00am on Monday morning with a deck full of films, photos and verbatims. Heroic.
~ Gordon McLean, SVP Group Planning Director, BBDO NY
Working with Fabric mobile video surveys, BBDO quickly locked down the recruitment specs. They wanted a 20 person survey with an equal spread across gender, race, and geographic location, while also specifying other key needs; brand awareness, and regular use of the brand’s banking services. Fabric immediately created a screener to ensure that candidates met all basic demographic, geographic, and psychographic requirements. Recruitment began hours later. Together, BBDO and Fabric developed the survey questionnaire for participants. Conducted asynchronously over mobile devices (or webcam) via Fabric, the survey began the same day BBDO reached out to Fabric. By Monday morning, the participants had completed the survey, netting BBDO one hundred forty minutes of consumer insight to pick and choose from to both inform and complement their pitch.
BBDO was delivered a cloud based study link that allowed for download or online viewing of all video responses. Using that study link in the pitch, BBDO showed a board with twelve choice participants, including their photos and summaries of their responses. To accentuate specific points, BBDO played poignant video responses for the client. Mobile video surveys helped anchor BBDO’s creative strategy in genuine consumer insight (vs agency staff speculation), making the client much more receptive to their ideas. In the end, BBDO won the pitch.
Discover the speed and power of Fabric’s AI and easy to use platform below, featuring a real study conducted by 3 PhDs at MSFT in 2021!