Gamification and gratification
While the team had used virtual focus groups before, keeping participants involved in the process proved challenging in a rigid and traditional format. “CMNTY uses the principles of gamification and gratification that increase engagement,” said Thomas. “It keeps users interested.” CMNTY provides several ways to engage audiences, including co-creation spaces, where users can rate ideas and vote on campaigns and creatives. They can also create mood boards, using visuals to display their feelings. “(We used) quizzes, videos, and content to avoid patronizing or shaming users. We wanted to keep the campaign meaningful and relatable,” said Thomas.
CMNTY provided a fun, functional, fast way to test ad creatives. “We were able to rapidly test ideas with users on an ongoing platform,” said Thomas. “CMNTY provided us with real-time targeted feedback from target users.” The team used CMNTY to test a range of asset types, something that’s critical for youth-oriented campaigns. “We can upload different media and get responses to build a broad dataset from users,” said Thomas.
The platform provides a range of forums, including public and private spaces where participants can discuss campaign creatives. CMNTY enables researchers to create places where participants can connect freely – with researchers and clients able to gain insights from spontaneous conversations. Discussion areas could also be used to request rapid feedback on specific campaign ideas, creative treatments, or copy.
The power of CMNTY
CMNTY outperformed RTI International’s expectations. “We value the awesome response and convenience of the feedback,” Thomas said. Client and stakeholder access provided total transparency for campaign owners. At the heart of CMNTY is a reporting dashboard where everyone can see the metrics that matter. “Analytics can be performed by user-group. The potential for age analysis is easy, and we can parse this information out,” said Thomas. CMNTY makes analysis simple. Content can be exported to SPSS or Excel, ready to be shared. It can also be used to produce word clouds, develop mood boards, and provide an understanding of sentiment. CMNTY also enables the creation of transcripts and video clips, which provide total transparency for clients – and a valuable future resource for researchers.
RTI International was amazed at the power and potential of CMNTY. “(There was) no real challenge that could not be performed,” said Thomas. The company is already using CMNTY for future projects, using it to build connections and undertake projects that benefit us all.