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Dentsu Goes Digital with Complex Study Amidst Covid, Optimizes Cost, Saves Time

Denstu Case Study

Business Problem

  • Dentsu, a large media and advertising company, sought Borderless Access’ support amidst Covid to take its recurrent biannual consumer study for South Africa online to avoid interruptions. For us this meant transitioning a study with LOI of 60 to 70 minutes online without moving away from the standardized practice and capturing consumer behavior through different touchpoints.

What we did and how

  • We built a custom survey program using gamification to manage the study. Custom invites were designed listing LOI and attractive incentives
  • Re-engagement questions were implemented in the survey to ensure quality
  • Additional quality measures were followed rigorously. Data was checked across different stages before presenting it to the client to discuss anomalies and establish new normal.
  • Weighting was done on the achieved sample to match the universe proportions

Key Insights

  • We created a proprietary survey for the client, comprising around 5000 respondents, which gave them a robust understanding about the demographics and behavior across attributes such as consumer interests, passions, values, trust drivers, motivations and needs.

Client Impact :

We made transitioning a complex study online easy for Dentsu amidst Covid in an agile and cost-effective manner through precision targeting. This enabled the company to get the latest data around behavioral nuances in the South Africa region. The company saw optimized results

Market

South Africa

South Africa

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