QUESTIONARTS CLIENT SUCCESS STORY
CASE STUDY: FILM THEATER TRAILER & TELEVISION COMMERCIAL TESTS
A New Master Format: A multi-media entertainment company utilizes Lightspeed’s QuestionArts programming for on-demand pulse checks.
An audiences’ understanding of a movie trailer or television preview is critical. It can drive box office sales or reject a pilot season. Project timing is limited, but crucial.
The client, a multi-media entertainment company, required expertly designed surveys guaranteed to appeal to avid movie goers and ensure high percentage completion rates. These test trailers are typically run only weekends and required fast turnarounds; therefore, Lightspeed had to ensure normative data trends and limit disruptions.
To efficiently test movie trailers and television spots, Lightspeed recommended the use of its QuestionArts programming platform for three central reasons.
- Creating a more engaging respondent experience, QuestionArts programmed templates lead to quicker project turnaround times via higher completion rates, increase respondent participation.
- Equally important is QuestionArts proven ability to produce richer and higher quality data for the client; easing the client’s transition from PC based trailer testing to a cross device suitable survey model.
- QuestionArts templates provide the client with significant opportunities to engage respondents on the go, in a variety of different situations.
Through the seamless implementation of QuestionArts, Lightspeed improved the client’s completion rate by 10%, while decreasing ‘bad’ open-ended responses. Operationally, the template surveys expedited project timelines; therefore, fulfilling client requirements. In addition, QuestionArts programming produced data that was reviewed against past norms and continued to be consistent.