Decision Technology Case Study EN
DECISION TECHNOLOGY Faster, better, cheaper – growing the market for behavioural consumer research
CASE STUDY: DECISION TECHNOLOGY
www.questback.com
DECISION TECHNOLOGY
DECISION TECHNOLOGYaster, better, cheaper – growing the market
for behavioural consumer research Faster, better, cheaper – growing the market for behavioural consumer research
SITUATION
Objective › Reduce the time and costs of creating online research › Enable company growth through innovation and greater flexibility
Decision Technology (Dectech) is an innovative research consultancy that specialises in helping businesses and policymakers understand and manage customer decision-making. It applies insights and techniques from behavioural science, such as randomised controlled field trials and online behavioural experiments, rather than traditional market research surveys. These experiments measure the behaviour and responses of different sections of target audiences when presented with different choices, such as multiple versions of a website. Given the bespoke nature of the experiments, they were proving timeconsuming, labour-intensive and costly to create and test, limiting their appeal to clients and consequently holding back company growth.
SOLUTION In mid-2011 Dectech therefore began to look for a partner to enable it to speed up research projects and to underpin expansion. After a rigorous market analysis, Dectech chose to work with Questback, deploying the company’s Enterprise Feedback Suite platform. Results › Halved the time to code and test experiments, from 4-6 weeks down to just 2-3 weeks › Allowed Dectech to scale to collect 180,000 research responses every year › Provided ability to launch new types of service, such as face-to-face and multi-language
“Our projects are very different to traditional market research surveys, and are complex to plan and create,” said Dr. Rich Lewis, Director, Decision Technology. “We needed to work with a company that offered robust, flexible technology that would speed up the research process, combined with responsive support and a commitment to innovation over the long term. Questback met all of our requirements and our partnership has helped Dectech grow rapidly over the last five years.” Questback’s open software enables Dectech to build its experiments within the platform, and then seamlessly collect and export results for analysis. This has enabled Dectech to scale its business, while EFS’s powerful multi-language capabilities and responsive design means that Dectech can easily create and run studies in new territories and on mobile devices, such as smartphones and tablets.
By partnering with Questback we can complete research projects much more quickly, effectively and at lower cost. This has helped us grow and scale our business, delivering greater insight and value to our clients, no matter how complex their requirements.” Dr Rich Lewis Director, Decision Technology
DECISION TECHNOLOGY
RESULTS Over the last five years Dectech has been able to expand by halving the time it takes to create and run projects. The average time to code and test large experiments has dropped from 4-6 weeks down to just 2-3 weeks. Smaller simpler projects have recently been delivered in under two weeks, from client brief to final debriefing, which would have been impossible before adopting Questback. This means the company can now run many more studies per year and at a lower cost to clients, allowing the business to grow and expand. At the same time volumes have increased dramatically. Dectech now runs over 100 projects annually, with over 180,000 completions in the last twelve months. It has also expanded geographically, running complex multi-language research projects for international clients such as the European Commission. A recent behavioural project carried out by Dectech for consumer association Which? and EDF Energy demonstrates the benefits Questback delivers. The experiment involved creating a fully-functional price comparison website to see how different pricing models affected the ability of consumers to pick the best energy deal for their personal circumstances. “Working with Dectech enabled us to gather evidence that moving to a simpler pricing model had a major impact on consumers making better choices,” said a spokesperson from Which?. “Thanks to Dectech’s online research platform we were able to run the experiment to tight deadlines and gather valuable insight to support our calls for market reform.” “By partnering with Questback we can complete research projects much more quickly, effectively and at lower cost. This has helped us grow and scale our business, delivering greater insight and value to our clients, no matter how complex their requirements,” said Dr Rich Lewis, Director, Decision Technology.
DECISION TECHNOLOGY
ABOUT DECISION TECHNOLOGY
Decision Technology (Dectech) is an innovative research consultancy that specialises in helping businesses and policymakers understand and manage customer decision-making, from acquisition through to retention and all the points in-between. It applies insights and techniques from behavioural science, such as randomised controlled field trials and online behavioural experiments, rather than traditional market research surveys.
Company Decision Technology Industry Market Research
Decision Technology: Making the complex simple in behavioural science research Decision Technology (Dectech) is an innovative research consultancy that specialises in helping businesses and policymakers understand and manage customer decision-making. The challenge Creating bespoke online behavioural experiments was labour-intensive and time-consuming. For Dectech to grow, it needed to find a faster, better and lower cost way of running projects. The solution After a rigorous market analysis, Dectech chose Questback’s Enterprise Feedback Suite. This enables the company to build its experiments within the platform, and then seamlessly collect and export results for analysis. This has enabled Dectech to scale its business, while EFS’s powerful multilanguage capabilities and responsive design means that Dectech can easily create and run surveys in new languages and on mobile devices, such as smartphones and tablets. The results Working with Questback, Dectech has halved the time it takes to code and test experiments, dropping from 4-6 weeks down to just 2-3 weeks. This means the company can now run many more studies per year, enabling the business to grow. Responsive design has allowed it to launch its first face-to-face experiments, based on tablets, widening its offering. It can also handle greater volumes - Dectech now receives over 180,000 completions annually.
Questback is a global leader in enterprise feedback management technology, +44 (0) 207 403 3900 [email protected] www.questback.com/uk
helping organisations transform employee engagement and increase business performance through greater insight and understanding. We work with companies across the globe to support them to change their cultures, increase staff and customer engagement, improve sales and meet challenging corporate objectives.
CASE STUDY: DECISION TECHNOLOGY
www.questback.com
DECISION TECHNOLOGY
DECISION TECHNOLOGYaster, better, cheaper – growing the market
for behavioural consumer research Faster, better, cheaper – growing the market for behavioural consumer research
SITUATION
Objective › Reduce the time and costs of creating online research › Enable company growth through innovation and greater flexibility
Decision Technology (Dectech) is an innovative research consultancy that specialises in helping businesses and policymakers understand and manage customer decision-making. It applies insights and techniques from behavioural science, such as randomised controlled field trials and online behavioural experiments, rather than traditional market research surveys. These experiments measure the behaviour and responses of different sections of target audiences when presented with different choices, such as multiple versions of a website. Given the bespoke nature of the experiments, they were proving timeconsuming, labour-intensive and costly to create and test, limiting their appeal to clients and consequently holding back company growth.
SOLUTION In mid-2011 Dectech therefore began to look for a partner to enable it to speed up research projects and to underpin expansion. After a rigorous market analysis, Dectech chose to work with Questback, deploying the company’s Enterprise Feedback Suite platform. Results › Halved the time to code and test experiments, from 4-6 weeks down to just 2-3 weeks › Allowed Dectech to scale to collect 180,000 research responses every year › Provided ability to launch new types of service, such as face-to-face and multi-language
“Our projects are very different to traditional market research surveys, and are complex to plan and create,” said Dr. Rich Lewis, Director, Decision Technology. “We needed to work with a company that offered robust, flexible technology that would speed up the research process, combined with responsive support and a commitment to innovation over the long term. Questback met all of our requirements and our partnership has helped Dectech grow rapidly over the last five years.” Questback’s open software enables Dectech to build its experiments within the platform, and then seamlessly collect and export results for analysis. This has enabled Dectech to scale its business, while EFS’s powerful multi-language capabilities and responsive design means that Dectech can easily create and run studies in new territories and on mobile devices, such as smartphones and tablets.
By partnering with Questback we can complete research projects much more quickly, effectively and at lower cost. This has helped us grow and scale our business, delivering greater insight and value to our clients, no matter how complex their requirements.” Dr Rich Lewis Director, Decision Technology
DECISION TECHNOLOGY
RESULTS Over the last five years Dectech has been able to expand by halving the time it takes to create and run projects. The average time to code and test large experiments has dropped from 4-6 weeks down to just 2-3 weeks. Smaller simpler projects have recently been delivered in under two weeks, from client brief to final debriefing, which would have been impossible before adopting Questback. This means the company can now run many more studies per year and at a lower cost to clients, allowing the business to grow and expand. At the same time volumes have increased dramatically. Dectech now runs over 100 projects annually, with over 180,000 completions in the last twelve months. It has also expanded geographically, running complex multi-language research projects for international clients such as the European Commission. A recent behavioural project carried out by Dectech for consumer association Which? and EDF Energy demonstrates the benefits Questback delivers. The experiment involved creating a fully-functional price comparison website to see how different pricing models affected the ability of consumers to pick the best energy deal for their personal circumstances. “Working with Dectech enabled us to gather evidence that moving to a simpler pricing model had a major impact on consumers making better choices,” said a spokesperson from Which?. “Thanks to Dectech’s online research platform we were able to run the experiment to tight deadlines and gather valuable insight to support our calls for market reform.” “By partnering with Questback we can complete research projects much more quickly, effectively and at lower cost. This has helped us grow and scale our business, delivering greater insight and value to our clients, no matter how complex their requirements,” said Dr Rich Lewis, Director, Decision Technology.
DECISION TECHNOLOGY
ABOUT DECISION TECHNOLOGY
Decision Technology (Dectech) is an innovative research consultancy that specialises in helping businesses and policymakers understand and manage customer decision-making, from acquisition through to retention and all the points in-between. It applies insights and techniques from behavioural science, such as randomised controlled field trials and online behavioural experiments, rather than traditional market research surveys.
Company Decision Technology Industry Market Research
Decision Technology: Making the complex simple in behavioural science research Decision Technology (Dectech) is an innovative research consultancy that specialises in helping businesses and policymakers understand and manage customer decision-making. The challenge Creating bespoke online behavioural experiments was labour-intensive and time-consuming. For Dectech to grow, it needed to find a faster, better and lower cost way of running projects. The solution After a rigorous market analysis, Dectech chose Questback’s Enterprise Feedback Suite. This enables the company to build its experiments within the platform, and then seamlessly collect and export results for analysis. This has enabled Dectech to scale its business, while EFS’s powerful multilanguage capabilities and responsive design means that Dectech can easily create and run surveys in new languages and on mobile devices, such as smartphones and tablets. The results Working with Questback, Dectech has halved the time it takes to code and test experiments, dropping from 4-6 weeks down to just 2-3 weeks. This means the company can now run many more studies per year, enabling the business to grow. Responsive design has allowed it to launch its first face-to-face experiments, based on tablets, widening its offering. It can also handle greater volumes - Dectech now receives over 180,000 completions annually.
Questback is a global leader in enterprise feedback management technology, +44 (0) 207 403 3900 [email protected] www.questback.com/uk
helping organisations transform employee engagement and increase business performance through greater insight and understanding. We work with companies across the globe to support them to change their cultures, increase staff and customer engagement, improve sales and meet challenging corporate objectives.
