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Research Case Study: OMD Snapshots |
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INTRODUCTION
This case study, like Vodafone, explains how OMD UK set up a weekly panel of 2,500 people. However it also tells the story of SySurvey and how it came about since it was initially developed as a corporate tool for the Omnicom network.
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THE CLIENT
OMD UK is the UK’s 4th largest media communications company. Originally part of the BMP DDB advertising agency it gained its independence in 2000 and continues to plan and buy media on behalf of some of the world’s most famous brands. It leads the way in the areas of Interactive, Direct Marketing, Econometrics, Sponsorship and Consumer Research.
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| SYSURVEY'S HISTORY |
| "Consumer Insight is at the heart of OMD's organisation and offering. The true prescription for pain relief is a consumer understanding. If you worry about the consumer more you tend to worry less about the media" |
| --OMD, Omnicom Network |
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The Consumer Insight department had already made its mark within the research industry through the formation of ROAR, a collaboration of research efforts from OMD UK, Channel 4, The Guardian, Carlton Screen Advertising and EMAP, which looked at the attitudes and behaviour of 15-24 year olds. Indeed OMD UK won a Media Week Effectiveness Award for its paper on ROAR (OMD UK has won more effectiveness awards than any other media agency). The Consumer Insight department is constantly looking for innovative ways to gain a greater understanding of consumer attitudes and behaviour, so in 1999 it looked to the internet and asked Syclick Ltd to assist.
After employing Continental Research to recruit a panel of 2,500 people, demographically weighted to represent the UK online population, OMD UK launched OMD Snapshots in June 2000. OMD Snapshots runs on the SySurvey engine and its involvement was fundamental in the development of the tool that you see today. Since its inception OMD Snapshots has been using SySurvey every week for the last 18 months to give it an edge in its understanding of consumer behaviour.
Suddenly the Omnicom network had under its belt an extremely powerful tool that not only broke geographical barriers but also allowed non-English speaking countries the opportunity to take part. In August, 2001, OMD France came on board and has been running a similar weekly panel on behalf of its clients ever since. These include Apple, Budweiser and Nissan.
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