Gongos Tools Aim to Enrich MR Exchanges

US consultancy Gongos Research has launched two new initiatives, 'Communities', a custom platform that encourages online interaction between consumers; and 'Active Intercept', which offers moderators the chance to inject qual questions for specific respondents completing a quant online survey.

Both use the Internet and proprietary programming to give what Gongos calls 'a more immersive exchange between marketing researcher and consumer.'

Communities involves selected customers in 'natural' online dialogue over a long period – usually 6 months – facilitating discussion about the direction and progress of brands. Gongos' analysts initiate live chats, flash polls and online surveys at intervals throughout the process, to keep the community running and the dialogue rich.

President John Gongos says the service offers 'a more holistic approach than independent point-in-time marketing research, allowing companies to continually observe and interact with consumers', and will help companies to uncover the 'aha' moments they need to quickly and cost-effectively develop better products and services.

Active Intercept is a program initially developed for a study for Hallmark Cards, and allows moderators to 'live probe' selected respondents with real-time exchanges as they participate in an online survey. Christi Walters, leader of the program's development, comments: 'In the last five years, technology has allowed us to make great strides in providing quicker and more useful insights to our clients. The next step is 'real-time' interactions that provide decision makers with immediate feedback.'

Gongos is online at www.gongos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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