Econsultancy talking about using Toluna QuickSurveys in creating their Social Gaming Smart Pack

1. Econsultancy case study
HOW RESEARCH INTO SOCIAL GAMING BECAME CHILD’S PLAY
When digital publisher Econsultancy sought to create a comprehensive market report on
social gaming, Toluna QuickSurveys supplied the solution…
The Background
A go-to resource for 240,000 professionals
Every month, more than 240,000 Internet professionals from some of the world’s biggest
brands rely on Econsultancy for education and training. A digital publishing and training
group, Econsultancy publishes practical and time-saving research to help marketers make
better decisions about the digital environment, build business cases, find the best suppliers,
look smart in meetings and accelerate their careers.
The Challenge
Launching a definitive guide on Social Gaming
2010 saw Econsultancy on the verge of a major project – a series of ‘Smart Packs’:
comprehensive market reports exploring emerging areas of digital marketing. The first
report in the Smart Pack series was to focus on Social Gaming. The challenge Econsultancy
faced, howewer, was that the consumer research reports currently available on the market
did not provide the proprietary data needed for the report – nor did they cover all the areas
that Econsultancy wanted to explore.
The Objective
Getting quality data in a short time span
In order to really understand consumer behaviour around Social Gaming – and to create a
valuable, actionable report – Econsultancy clearly needed a programme of market research.
What’s more, to achieve enough proprietary data, it would need to survey thousands of
respondents. The problem was, time was very short. In fact, the report needed to be
compiled within just a few weeks. Econsultancy’s objective, therefore, was to reach as many
people as possible as quickly as possible.
The Solution
2,000 respondents, results in 24 hours
To Econsultancy, the answer was obvious: Toluna QuickSurveys. A market-leading, self-
service online survey tool, TQS would enable Econsultancy to ask all the right questions –
quickly and cost-effectively.
Toluna UK Ltd. 8 Walpole Court London UK W5 5ED
www.tolunaquick.com

2. Most importantly for Econsultancy, Toluna QuickSurveys was linked to the Toluna
Community: the world’s largest online research community, which could deliver full survey
results in just 24 hours.
Econsultancy was therefore able to launch a bespoke survey questionnaire to 2,000
members of Toluna’s 600,000-member community in the UK – and to collect results by the
following day.
Econsultancy’s 38-page Social Gaming report was launched on time and on budget. It
included market trends, key statistics and case study examples of companies using
social gaming for marketing.
The Client’s Verdict
Feedback from Aliya Zaidi, Research Manager, Econsutlancy
Econsultancy was impressed. Here’s what Aliya Zaidi, Research Manager at Econsultancy,
had to say:
Speed to market: “We were able to create our survey within a few minutes and collect the
final results a couple of hours after the survey was launched. This was extremely quick and
easy!”
Scalability: “Another thing that impressed me about QuickSurveys is its scalability. If in
future I want to run a smaller respondent sample, say 500 or 1000, I need only to change the
number of respondents. It’s that simple.”
Proprietary data thanks to real flexibility: “I really value the flexibility of QuickSurveys. I was
able to choose the number of questions, the number of respondents, the markets, the
question types… Being able to create the questionnaire in exactly the way I wanted saved
me a lot of time and trouble, and resulted in genuinely proprietary data.”
First-rate community of respondents: “These days, you can get online survey tools at a
relatively small cost (although not usually of the Toluna quality), but the ability to tie it up
with a first-rate consumer community is what makes QuickSurveys stand out from the
crowd. I didn’t have to worry about the quality of the data and once the survey was
launched to the Toluna community, the result took care of itself.”
Thousands saved in data acquisition: “Cost control came from two things: choosing the
number of questions and choosing the number of respondents. We only paid for what we
used. Ultimately, we created a totally customised survey without paying a hefty price to a
large research agency.”
Data analysis made easy: “In most cases, data analysis is even more important than data
itself. We needed to see the whole picture but also to look at things from different angles.
Toluna UK Ltd. 8 Walpole Court London UK W5 5ED
www.tolunaquick.com

3. This was easy with QuickSurveys. The survey results were viewable by age, gender, income
level, education and region: exactly what we needed to analyse the data. It was displayed
visually, and we could also download the original data to create our own charts.”
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More About Econsultancy
From offices in New York and London, Econsultancy hosts more than 100 events each year in
the US and UK. Many of the world's most famous brands use Econsultancy to educate and
train their staff; these include Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic,
Barclays, Deloitte and many more.
Visit www.econsultancy.com
Toluna UK Ltd. 8 Walpole Court London UK W5 5ED
www.tolunaquick.com