invoke introduction 2015

INTRODUCTION TO INVOKE

NEXT GENERATION LARGE-SCALE FOCUS GROUPSTM

2015

© Invoke Solutions - Confidential | Introduction to Invoke

“Invoke… can shore up the respective weaknesses of qual and quant by delivering projectable quantitative data and the qualitatively-derived ‘why’ behind it.”

-- Research Conference Report

2

ABOUT INVOKE

INVOKE LIVE COMBINES QUALITATIVE INSIGHTS & QUANTITATIVE SAMPLE SIZES Invoke’s Next Generation Large-Scale Focus Groups™ deliver rich insights from up to 350 consumers in a single live research event.

WHEN YOU NEED ANSWERS FAST

Most studies are completed – and final reports are delivered — in as little as 2-3 weeks.

WHEN YOU NEED TO KNOW “WHY”

Real-time methodologies give you the ability to probe deeply, and insert on-the-fly questions to probe in response to participant feedback.

WHEN “DIRECTIONAL” JUST WON’T DO

Each session supports up to 350 participants – giving you the statistical confidence required to make smart business decisions.

2013 “Hottest Companies in Boston” Award

2013 Ogilvy Award for Excellence in Advertising

© Invoke Solutions - Confidential | Introduction to Invoke 3

• Take part from the privacy of their homes or offices

• Answer anonymously, providing candid, unbiased responses with rich verbatim

• Experience a fun and highly engaging process

• Watch sessions from any location with an Internet connection

• Analyze live feedback using a dashboard with built-in analytical tools

• Discuss and react to results with the rest of the decision-making team

• Gain instant awareness and insights

• Controls the session and leads back-room discussion about the results in real-time.

• Sends out questions and stimuli to participants

• Conducts on-the-fly adjustments and additions

• Initiates 1:1 chats

• Controls segments using Real-Time Quota Management™

THE INVOKE PLATFORM

Invoke creates a collaborative live research experience involving stakeholders, researchers, and current and potential customers


THE PARTICIPANT EXPERIENCE SUPPORTING A WIDE RANGE OF STIMULI AND Q&A FORMATS

CLOSED-ENDED QUESTIONS Forced Choice Multiple Choice Scale Grid

RANKING QUESTIONS Given a list of items to rank and use a drag and drop interface to place them in order of preference

OPEN-ENDED QUESTIONS Participants type their response to an open-ended question and submit their response. For select questions, they can also vote ‘thumbs up’ or ‘thumbs down’ on their peers’ responses after they answered an open-end question.

1:1 CHATS Based upon their responses, participants can also be invited to engage in 1:1 chats


THE OBSERVER EXPERIENCE PROVIDING THE TOOLS AND EXPERTISE TO MAKE SMART DECISIONS

COLLABORATIVE FEEDBACK AND ON-THE-FLY CHANGES

REAL-TIME CHARTING AND CODING

ONE-ON-ONE CHATS


“The team – Orbitz, BBDO and Invoke — all sat in the room together monitoring the live feedback, which was translated into improvement ideas on-the-spot. This close collaboration made it possible for the creative team to cycle more ideas through and develop more relevant creative than previously.”

- Stacey Symonds, Sr. Director of Consumer Insights at Orbitz

THE OBSERVER EXPERIENCE ENGAGING YOUR STAKEHOLDERS AND BUILDING CONSENSUS -- QUICKLY


THE OBSERVER EXPERIENCE DASHBOARD: FILTERING BY SCREENER DATA

Feedback showing entire population

Filtered feedback showing a defined segment within the entire population


THE OBSERVER EXPERIENCE DASHBOARD: FILTERING BY QUESTION

Filtered feedback by response to a prior question

Feedback showing the entire population


THE OBSERVER EXPERIENCE DASHBOARD: KEYWORD VIEW

HIGHLIGHTS Most frequently used words or phrases

ROOT WORD Based on root words (e.g. color and coloring)

10% RULE Appears if found in 10% or greater of participant verbatims

CUSTOM Can add phrases and exclude words or phrases


THE OBSERVER EXPERIENCE DASHBOARD: ADDING ON-THE-FLY QUESTIONS

ON THE FLY

Insert questions ‘on-the-fly’ at any time during a session to the whole group

‘900’ SERIES Questions numbered in the ‘900’ series so probes are easily identified later on

QUESTION TYPES Can insert closed or open-end questions


ONE-ON-ONE Engage in a direct dialogue with individual participants

OBSERVER INVOLVEMENT Chat rights can be given to select Observers

DATA CAPTURE Dialogue is captured for all to see in the Observer Dashboard as well as transcripts

THE OBSERVER EXPERIENCE DASHBOARD: PRIVATE PARTICIPANT CHATS


1SECOND

Invoke Analytics™ Interactive Reporting Dashboard

1HOUR

Automated Reports in PowerPoint™, Excel™ & PDFs

1DAY

Key Takeaways™

Highlights from the session

1WEEK

Invoke Insights Report™ PowerPoint™ report that includes highlights, summary, and recommendations (in addition to supporting data)

REPORTING & DELIVERABLES

REPORTING & DELIVERABLES


“The team – Orbitz, BBDO and Invoke — all sat in the room together monitoring the live feedback, which was translated into improvement ideas on-the-spot. This close collaboration made it possible for the creative team to cycle more ideas through and develop more relevant creative than previously.”

- Stacey Symonds, Sr. Director of Consumer Insights at Orbitz

13

CASE STUDY: ORBITZ HELPING ORBITZ WIN THE DAVID OGLIVY AWARD

THE CHALLENGE Orbitz sought to distinguish itself emotionally and create a memorable brand personality. It established an integrated marketing campaign with three objectives: (1) differentiate from competitors, (2) resonate with consumers, and (3) spark conversation. To measure its performance, Orbitz needed a research method that could combine quantitative feedback with the ability to probe deeply as-needed.

THE SOLUTION Orbitz asked Invoke to test three potential creative campaigns. During two Large-Scale Focus GroupsTM, 142 travelers provided quantitative and qualitative feedback on key measures of each campaign. Ultimately, Invoke identified the ‘Declaration of Vacation’ campaign as the winner. This creative concept became the storyline for the award winning on-air advertisement.

THE RESULTS The winning ad boasted an 8% increase in Top Box scores for Relevance and Branding, and a 5% increase in Uniqueness and Enjoyment. In-market, the campaign generated 11MM print and online impressions -- including coverage in the New York Times, USA Today, Forbes, and AdWeek. Facebook effectiveness also increased, generating 2.2MM+ impressions and 92K referrals back to Orbitz.com. And, despite having the lowest advertising spend among top online travel agencies in 2012, Orbitz generated an awareness level 50% higher than the category norm.


“Invoke gave us the chance to hear from our consumers to better relate to them and optimize our ads and due to the amount of people we could talk to at once, we had the confidence to make some critical decisions very quickly.”

- Kathy Risch, Director of Consumer Insights, Anheuser-

Busch

14

CASE STUDY: ANHEUSER-BUSCH IMPROVING BRAND FIT AMONG NFL FANS

THE CHALLENGE Anheuser-Busch sought to leverage it’s relationship with the NFL to better reach football fans and create a relevant and persuasive campaign. Specifically, it wanted to test potential TV advertisements focused on fans’ game-day superstitions.

THE SOLUTION During an online Large-Scale Focus GroupTM, 100+ NFL enthusiasts who drink premium beer viewed six different ads. They answered open and closed-ended questions probing key metrics that include likeability, purchase intent, relevance, impact on desire.

An Invoke researcher joined Anheuser-Busch onsite for the live research event to uncover insights and insert on-the-fly questions in real-time. Anheuser-Busch was given access to automated reports, key session takeaways, and Invoke’s back-end Analytics dashboard. Afterwards, team also received a final Invoke Insights Report that included key insights and recommendations.

THE RESULTS The Invoke LIVE event revealed that beer drinkers respond more favorably when personally-relatable superstitions are used. Insights generated from the Invoke LIVE session were also used to optimize the winning ad – resulting in a creative spot that eventually became the storyline for the well-received on-air advertisement.


APPLICATIONS

CONCEPT EVALUATION & OPTIMIZATION • ADVERTISING • BRANDING • CATEGORY ASSESSMENT • POSITIONING • PACKAGE DESIGN • MESSAGING

CONSUMER ENGAGEMENT • CATEGORY ATTITUDES & HABITS • PURCHASING BEHAVIORS • ATTITUDES & USAGE • SHOPPER INSIGHTS

WEBSITE/APP USABILITY • CONCEPT & DESIGN • EXERCISE BASED

EMPLOYEE ENGAGEMENT • EMPLOYEE SENTIMENT • BENEFITS EVALUATION • RESEARCH WITH FRONT-LINE EMPLOYEES

APPLICATIONS & EXPERTISE


Receive Qual and Quant feedback from hundreds of consumers in real-time.

Analyze ideas and concepts instantaneously.

Insert questions on-the-fly, and probe individuals during the session.

Show stimuli in literally any media format.

Stay home and save $$$. You and your colleagues can participate without traveling.

Receive tabs and complete transcripts immediately after each session.

Review a comprehensive Invoke Insights Report with highlights and recommendation.

16

KEY TAKEAWAYS

THANK YOU

invoke introduction 2015

Business