Project: Online Survey
Ardbeg Committee
The Ardbeg Committee was established in 1999 to promote the advancement of general knowledge and enjoyment of Ardbeg. Ardbeg-aficionados can join the Committee on Ardbeg's website. The committee membership in 2012 has grown to over 40,000 active members worldwide.
The background
In January 2012, Ardbeg Committee co-ordinators met with DDL Insight. They sought an even deeper understanding of the members they held on their worldwide database. It was anticipated that results from the survey would help understand the member’s views and attitudes and would assist in future thinking regarding development of marketing strategies. DDL Insight suggested a hosted online survey, complete with reporting facility.
The solution
Ardbeg co-ordinators agreed with DDL Insight and commissioned a survey to be designed then hosted online. In addition, they required:
- An e-mail to be sent out requesting completion of the questionnaire
- The capture of online response
- An reporting facility they could view online as response occurred
- A detailed listing of bounce backs, unsubscribes etc.
- A comprehensive executive summary and presentation of results
Methodology
DDL Insight produced a fully branded online survey for Ardbeg committee members. This survey included the facility for hosting and capturing of results and reporting. We worked closely with the committee coordinators to ensure that the look and feel of the survey met with the high quality brand image.
The survey consisted of 10 short and fun questions, a combination of radio button choices and tick boxes were created and the design of the survey created. The survey was designed to try to ensure the best response rates possible.
DDL Insight required email addresses for Ardbeg committee members in order to launch the online survey. All worldwide members with valid email addresses were selected from the committee member database – this equated to just over 32,000 email addresses.
The survey, after pilot tests were completed, was launched to all members with email addresses. Key stats, such as bounceback, unsubscribes and response to questions were available to our client immediately.
After 1 week, reminder emails were sent to those members who had not yet completed a survey. A final email reminder was sent just before the survey was due to close, to pick up any final responses.
After the survey had closed, DDL Insight interrogated the results further and presented fully detailed findings, including various cross tabulations to Ardbeg. The detailed information included, geographical and demographical trends. An executive summary was then produced, condensing results from the analysis into 3 pages.
Results
Our Client was able to access responses immediately upon launch of the survey, benefitting from the real time reporting system utilised by DDL Insight.
The total response rate to the survey from all valid email addresses was an impressive 30%. This method of survey deployment enabled Ardbeg to achieve quick and robust results.
The members who responded were able to be linked back to the main marketing database in order that more in-depth analysis could occur.
Findings from the survey were useful to Ardbeg and provided them with information that would assist in their future planning and marketing activities.