Aim: Allows 50 consumers to respond to your question. This will help provide consumer driven responses in future strategy steers.
Example questions: 'What is important to you when buying supermarket sushi?', 'What is the main reason you limit your dairy intake?'
Results format: 50 verbatim responses in a table that can be exported. Each consumer enters a response that is between 20-500 characters. In addition, there unigram and bigram word clouds and word frequency tables.
Best for: Getting an authentic customer testimonial, thoughts and opinions; Category knowledge gap fill; understanding consumer language; gathering responses to test with quant steers. This steer is a great way to kick off a project as part of a chain of steers.
Example:
We wanted to understand what was important to consumers who bought cake from their local supermarket:
The consumer must provide a response that is between 20-500 characters.
Looking at the results, we can start to spot common themes such as 'Price', 'Fresh' and 'Value for money'. With these results, we can now run a Single Answer Steer to understand what is most important to the consumer when they buy a cake from the supermarket.
We can also see this using Word Clouds.
The ‘Hide’ function can be used to remove a specific result if you find it to be irrelevant to the Word Cloud/Word Frequency table. The Flag button is to report any bad or inappropriate responses (this is rare).
For further assistance please contact the helpdesk or use the speech bubble on the bottom right-hand side of this page.