With rising computer penetration and the advent of new Internet access devices on the horizon, interactive market research is now an essential tool for good online business practice.

The explosive adoption of the Internet among New Zealanders is accelerating and matching this speed of change is the demand for understanding of these online consumers.

The NFO CM Research interactive research tools have been developed with numerous scenarios a business may face when entering and competing in the interactive space in mind.

As a result, these tools are customised to fit a variety of business applications including concept tests for new products, web site evaluations, customer satisfaction, segmentation, advertising effectiveness, attitude and usage.

NFO CM Research senior account director and interactive research expert Galina Mitchelhill says NFO CM Research’s customised interactive research tools have many advantages over other online research tools including the ability to benchmark client’s results and websites against best-of-breed sites in a category.

“Another key differential setting NFO apart from other companies offering online research is our five years of experience in the interactive area,” Ms Mitchelhill says.

“We can ensure there is no sacrifice in the quality of results achieved just because the research methodology is conducted on the net like other online research tools.

“Research results can also be quickly turned around and photos, diagrams, logos and advertising visuals can be used in the questioning.”

Further advantages of the NFO CM tools include the ability to offer the marketer real-time results. Marketers can see results to their questions and receive insight into making better decisions just moments after a survey is launched.

The new interactive tools include quantitative research methods such as web-based surveys, and website assessments called NFO//net.survey, NFO//net.gauge.

NFO//net.survey

NFO//net.survey allows surveying to be conducted over the world wide web, is pre-programmed with questionnaire flow-logic and has all the functions of CATI technology (computer aided telephone interviewing).

The CATI functions include question sequencing, automated skip patterns and rotations of questions, piping, self-correction and data cleaning.

NFO//net.survey also allows audio, pictures, or short videos to be run as part of the questionnaire. A client can receive feedback on a new logo or advertising material by actually showing the respondent online the stimulus.

For the first time, this technology also matches the consumers behaviour - online consumers can respond online to surveys at whatever hour of the day or night that suits them.

NFO//net.gauge

The website is one of the most tangible offerings an online business has and NFO CM Research has developed a second online quantitative tool to assist in understanding interaction between a consumer and a website called NFO//net.gauge.
The customised system profiles visitors to a site, measures visitor satisfaction, and assesses the site itself.

NFO//net.gauge also answers key marketing questions such as; 'How do I know I'm getting a good return from the investment I've put into my web site?'.

Most importantly, NFO//net.gauge allows sites to be benchmarked to best-of-breed sites internationally.

Sites in this benchmark include Amazon.com, Hallmark, Gap and Dell.

The benchmark comparison provides feedback on individual components of the website as well as a broad overview of consumers perceptions of the site.

In addition, this evaluation can plot-produce a prioritised map for resource allocation. For instance, the tools identifies areas of a site requiring priority attention versus those areas that risk being potential over-investments.

NFO//net.discussion and NFO//net.focus

Complementing the quantitative online tools are NFO CM Research’s qualitative research tools, NFO//net.focus and NFO//net.discussion.

NFO//net.discussion is a discussion format tool using an online bulletin board as the discussion platform. A question is posted on the 'board' and selected respondents are invited to respond to the question.

The researcher can follow up responses with individual dialogue with each respondent and then further questions can be posted for the same respondents’ answer.

This means ideas can be developed as the research is rolled out and the research feeds directly into the idea development.

NFO//net.focus has the ability to moderate focus groups online, and is particularly beneficial if respondents are spread apart geographically. It is extremely successful in discussing issues with 'hi-tech' respondent types.

More information on NFO CM Research’s interactive tools can be found on the NFO CM website at www.cmresearch.co.nz/products_frame.html

NFO Worldwide is a leading provider of research-based, marketing information and counsel to the worldwide business community. With more than 15,000 full and part-time employees and operations in 38 countries, NFO provides clients with trusted insight into the behavior, attitudes and opinions of customers around the globe. NFO is the largest custom marketing research firm in North America and is among the top three in the world, serving 4,000 clients in key sectors such as consumer packaged goods, healthcare, financial services, high-tech/telecommunications, travel & leisure, automotive and business-to-business. Together with its affiliated companies, NFO is the world’s largest provider of Internet-based custom marketing research. NFO is a member of The Interpublic Group of Companies (NYSE:IPG). Visit NFO Worldwide on the Web at http://www.nfow.com
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Released on behalf of Company by Porter Novelli New Zealand (Auckland) Ltd.
For further information please contact:

Galina Mitchelhill NFO CM Research 09 525 0934
galinam@cmresearch.co.nz
or
Bridget Reaney Porter Novelli New Zealand (Auckland) Ltd. 09 373 3786
bridget@porternovelli.co.nz