MRG Conference: How VIPer Research Seeks To Enhance, Not Replace, Existing Research

VIPer research came under discussion at the MRG Conference yesterday morning, as Richard Marks, director of RSAB, Katie Rastrick, marketing manager of Opus and Matthew Dodd, senior planner at NI, looked at the benefits of the study as opposed to traditional syndicated surveys.

Marks discussed the stages of development of a syndicated survey initiated and driven by a research agency and created for the purpose of selling data. The benefits of a consortium study are that the VIPer sponsors are driving the research from within, they are in partnership with RSGB and as the VIPer sponsors own the data they can make decisions about who has access to it.

Rastrick then went on to talk about the VIPer ethos: Investigate, Understand, Track and Complement. The VIPer survey seeks to enhance, not replace, existing research.

In order to get the best possible results, explained Rastrick, the respondents were asked how they would like to be contacted. The two-way relationship was a big motivator. Sponsors are identified to respondents which enables VIPer to build a relationship based on reassurance and to build a dialogue with them without being patronising. The high rates of respondent response reflected this – 75% of respondents carried through to Wave 2, five months later.

Dodd then continued, talking about the benefits of this superior data:- better allocation of media spend, better understanding of respondents use of different media, aiding the purchase decision-making process, ensuring client communication is relevant and effective, and providing direction as the needs of the audience change.

A 3D image of consumer groups allows companies to position themselves as progressive and proactive organisations, concluded Dodd.

Report by Lucy Condon in Munich