Christi Walters, Principal of Gongos Research presents “More for Less: Leveraging Research Communities to Maximize Your Budget” with Kristin Lozon, Manager, Strategy & Insights of Domino’s Pizza at The Market Research Event 2009 in Las Vegas.
Now more than ever, marketing research dollars have to count. But how do you get more for your money while meeting your research objectives? Some of our clients asked the same question, and have determined they achieve greater ROI with research communities. This session will demonstrate how Domino’s Pizza has gotten creative in using their community for the past four years to make critical decisions, while maximizing their research budget.
In this session, you will learn:
- How Domino’s Pizza develops techniques that go beyond dialogs and surveys
- How to calculate ROI for communities vs. ad hoc research
- When giving more players a place at the “virtual” table – consumers, marketers, ad agencies – helps drive better decision-making