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brand chek

What if you could connect with consumers
better, faster, and for less?

With brand chek, you can.

At Brand Chek, we’re improving on-line learning.
Making it better, faster, and less costly.

We’re leveraging web 2.0 technology to improve the
entire process. More efficient recruiting and sched-
uling. More realistic stimulus. Easier-to-manage
interview flows. And innovative tools to capture and
analyze data.

We’re also making it easier for team members to
conduct interviews themselves. This not only
reduces costs, it also provides a more personal,
relevant learning experience.

http://brandchek.com bobavena@brandchek.com

brand chek

web + phone, shared screen interviews
Shared screen
Web + Phone connection

programmed captured data
stimulus to database
The vision is simple. Qualitative interviews that leverage the full power of web 2.0 technology
to deliver a much more engaging and interactive learning venue. Brand Chek leverages a shared-screen,
web + phone connection that combines the interactivity of the web with the intimacy of a live phone discussion.

moderator respondent
Moderators connect with
consumers via web + phone
technology built on the
GoToMeeting platform. They are
able to share their screen while
also speaking live with the re-
spondent over the phone.

Team members may also
connect to the interview, watch-
ing the shared screen portion and
observers observers listening to the conference call
between the moderator and re-
spondent. Private messages may
be sent between the moderator
and the observers, without the
respondents’ knowledge.


brand chek

web + phone, shared screen interviews
Shared screen
Web + Phone connection

programmed captured data
stimulus to database

The shared screen delivers a
pre-programmed stimulus that is
moderator respondent accessed by the moderator at the
beginning of the interview.

The stimulus has a sequence of
screens which are programmed
to handle interview flow, con-
tent, and questions. Typically the
first series of screens provide an
overview of the interview, secure
agreement to an NDA, and collect
pertinent category information.
The next series of screens deliver
observers observers the core stimuli, such as an inter-
active concept, shelf simulation,
or advertising test. The last series
of screens ask any final questions
and thank the respondents for
their time. Consumer responses
are captured as the interview pro-
gresses, and sent to a database for
storage and analysis.


brand chek

respondent management interview management data management

automated automated programmed market reality interview training programmed programmed
recruiting scheduling interview ow stimulus and feedback data capture data analysis

improving the total process
Conducting qualitative involves Brand Chek improves respondent
three core activities. First of all, management by automating the
respondents must be screened recruiting and scheduling process.
and scheduled. Secondly, This enables clients to identify high
stimulus and interviews must be quality respondents without the
planned and executed. Finally,
consumer responses (data) must
Respondents Interviews high cost of screening via profes-
sional recruiters.
be collected and analyzed.
Brand Chek improves interview
Brand Chek leverages web 2.0 management with it’s web + phone,
technology to significantly shared screen technology. Brand
improve all three of these core Chek also leverages interactive stim-
activities. uli that script interview flow, present
ideas in a more realistic manner, and
Data make it easier for non-professional
moderators (such as team members)
to conduct consumer interviews.

Brand Chek improves data manage-
ment by building data capture and
data analysis into all stimuli.


brand chek



* automated recruiting

Building a respondent database

e-mail request potential respondent web-based screener database of qualified respondents

Brand Chek automates the recruiting process. E-mails are sent to a list of potential respondents, who have been identified by methods such as web-
based advertising or client opt-in e-mail addresses. Potential respondents may follow a link to a web-based form, where they answer questions which
will evaluate their appropriateness. A database of qualified respondents is selected and stored for future interview requests.


brand chek



* automated scheduling

Conducting interviews in days, not weeks

e-mail request to database of respondents sign up for confirming reminder respondents log-in using
pre-recruited respondents available slots "first come, e-mail e-mail
Brand Chek automates the respondent scheduling process. When a client requests that consumer interview be arranged,link and dial-in the cli-
e-mails are sent to
first serve"
ent’s database of pre-recruited respondents. Interested respondents follow a link to a list of available interview dates and times. When they sign up,
they are sent an immediate confirmation e-mail which includes the information that they will need to connect to the interview (the date and time, as
well as a web link and a phone number). A second e-mail, with this same information, is sent as a reminder one day before the interview is scheduled.


brand chek



* programmed interview ow

Helping moderators manage interview details
Respondent stimuli are built
from pre-programmed question
screens, where the interview flow

market reality stimulus

market reality stimulus

respondent thank you
welcome screen

NDA screen

respondent questions screen

'about interviews' screen
proceeds based on respondent
input and instructions embedded
in the screens.

This makes it much easier for
moderators to focus on learning
and probing, without having to
worry about the mechanics of
managing the interview flow,
or remembering exactly where
and how to ask questions. Natu-
rally, moderators lead the inter-
view, but the pre-programmed
prompts make the process much
easier to manage.


brand chek



* market reality stimulus

Taking full advantage of web-based interactivity

The right stimulus is essential to suc-
cessful consumer interviews. Written
concept statements have long been
the standard, but they do not reflect
the reality of the marketplace, are too
logical, and too rational.

Brand Chek stimuli take full advantage
of the interactivity of it’s web-based
venue. A wide range of tools have
been developed, including interactive
concepts, simulated shelf tests, and
virtual advertising tests.


brand chek



*
interview training and feedback

Preparing team members to conduct consumer interviews
Brand Chek streamlines many of the organizational aspects of moderating, such as
managing the flow of stimulus and questions, and keeping track of consumer responses.
This makes it easier for moderators to manage interviews. This, in turn, makes it easier for
team members to moderate interviews personally, instead of relying on a trained moder-
ator. This direct contact with consumers often gives team members a deeper knowledge,
and eventually a more intuitive feel, for their consumers.

In order to help team members develop the skills needed to moderate interviews effec-
tively, Brand Chek offers free team training and periodic feedback sessions.


brand chek



programmed data capture *
Automating and standardizing consumer response data
All brand chek stimulus are
hard-wired to capture the
data that is generated when
consumers interact with
mouse clicks are the - even during qualitative
tracked and data interviews.
database
are pushed out
to database This makes moderating
easier, and provides a source
of downstream analysis.


brand chek



programmed data analysis *
Automating and standardizing analysis of consumer response data

Wired for data capture

All brand chek tools are built to
capture data - even during qualita-
tive interviews. This makes mod-
erating easier, and provides the
source of downstream analysis.


brand chek



Better on-line learning

Better venue. Better stimulus. Better data management.

Traditional Live Qualitative Live Web Brand Chek
Learning Venue live interview chat-based web + phone shared screen
Stimulus paper or prototypes static pages interactive
Data Management note taking data collection web-based data base

There are many scenarios for projecting costs, but we’ll consider three here.

Generate greater savings through a quarterly or annual fee-based approach. In this scenario, clients pay a
standard monthly fee, and then have unlimited use of Brand Chek technology and systems.


brand chek



Faster on-line learning

Connect in just days. Or hours.
Traditional Live Web Brand Chek There are many scenarios for projecting costs,
but we’ll consider three here.
Live Qualitative
In the traditional approach, respondents are
Interview Lead Time 7 - 10 working days 5 - 7 working days 1-3 working days recruited and compensated using traditional
focus group methods; this does not deliver
savings. In the web approach, respondents
are identified and compensated using web-
based methods; there is a savings of ~15% vs
web qual (30% vs local live qual). In the DIY
scenario, clients provide e-mail addresses and
moderators; there is savings of ~70% vs web
qual (75% vs local live qual).

Generate greater savings through a quar-
terly or annual fee-based approach. In this
scenario, clients pay a standard monthly fee,
and then have unlimited use of Brand Chek
technology and systems.


brand chek



Lower cost on-line learning

Reduce cost by 15% - 75%.
There are many scenarios for projecting costs,
but we’ll consider three here.
Live Qual Web Qual Brand Chek
In the traditional approach, respondents are
Cost Travel Live Qual Local Live Qual Web Qual Traditional Web Client DIY
recruited and compensated using traditional
Respondents 20 20 20 20 20 20 focus group methods; this does not deliver
Recruiting/respondent $125 $125 $125 $125 $75 $25 savings. In the web approach, respondents
Recruiting Fee $2,500 $2,500 $2,500 $2,500 $1,500 $500 are identified and compensated using web-
Incentive/respondent $125 $125 $75 $75 $50 $25 based methods; there is a savings of ~15% vs
Incentive Fee $2,500 $2,500 $1,500 $1,500 $1,000 $500 web qual (30% vs local live qual). In the DIY
Moderator Fee $10,000 $10,000 $10,000 $10,000 $7,500 $1,500 scenario, clients provide e-mail addresses and
Facility Fee $2,500 $2,500 $- $- $- $-
moderators; there is savings of ~70% vs web
qual (75% vs local live qual).
Travel $2,000 $- $- $- $- $-
Brand Explorer Fee $2,000 $2,000 $2,000
Generate greater savings through a quar-
Total $19,770 $17,770 $14,220 $16,220 $12,145 $4,570 terly or annual fee-based approach. In this
scenario, clients pay a standard monthly fee,
and then have unlimited use of Brand Chek
technology and systems.


brand chek



Low cost, fee-based plans

Team moderating, monthly fees can significantly reduce costs
Brand Chek Many clients desire frequent consumer learn-
ing, some as often as 2-4 times per month.
Cost Traditional Web Client DIY Client DIY Fee This can be an ideal scenario for a fee-based
Respondents 20 20 20 120 approach that also utilizes team moderating.
Recruiting/respondent $125 $75 $25 $25
Generally, the Brand Chek monthly fee for
Recruiting Fee $2,500 $1,500 $500 $3,000 unlimited interviews is $3,500 - $5,000 per
Incentive/respondent $75 $50 $25 $26 month, when contracted on a 90-day basis.
Incentive Fee $1,500 $1,000 $500 $3,120 For clients who conduct three Brand Chek
Moderator Fee $10,000 $7,500 $1,500 $1,500 sessions per month, and who leverage team
interviewers to conduct 40 interviews per ses-
Facility Fee $- $- $- $- sion, the cost per respondent is often under
Travel $- $- $- $- $100.
Brand Explorer Fee $2,000 $2,000 $2,000 $3,500
Total $16,220 $12,145 $4,570 $11,291
Cost per respondent $811.00 $607.25 $228.50 $94.09


brand chek



Frequently Asked Questions

When should I consider using Brand Chek?
Consider Brand Chek for any on-line learning project.

It will provide a better experience for respondents, moderators, and observers. And, it will
also reduce the cost-per-respondent and the lead time required to arrange the interview.

Brand Chek offers a wide range of interactive tools, designed to meet virtually any learning
need. For example, the Brand Chek interactive concept tool is designed to meet the basic
needs of new idea evaluation (which is typically accomplished via concepts). However, it
accomplishes this in a manner that leverages the interactive nature of the web to deliver
a more dynamic and market-driven stimulus. For example, concepts are first presented at
a high level, with simple headlines and visuals. Respondents may ‘click on’ an element that
interests them most, and learn more. They eventually see the entire concept, but we end up
learning which elements of the concept were most engaging, and which were not.

Brand Chek also offers a wide range of stimuli which are targeted for specific learning
needs. For example, our simulated shelf may be used to assess anything from new package
graphics to an innovation idea expressed as a package on a shelf. Other tools have been
developed for advertising learning, messaging learning, insight learning, and more.


brand chek




How large should my ‘respondent reservoir’ be?
That depends. If your priority is short lead times for arranging interviews, then you should
have a relatively larger database. In my experience, having several hundred respondents in
a database makes it much easier to arrange interviews on very short notice, such as one or
two days. But some clients have had success with a database under 100 respondents.

It’s also important to have a view on how many times a respondent may be contacted.
Some clients subscribe to the “purist” view that respondents should be used only once. But,
pragmatically, it may make sense to consider multiple interviews over a period of time. For
example, once every six months or once a year.


brand chek




Is it wise to have team members interview consumers directly?
That depends on the team member, but it can be very impactful to have a direct conver-
sation with a consumer instead of always handling it through a trained moderator.

In order to conduct an effective interview, team members must understand that they are
there to learn, listen, probe, and discover -- and not to promote their agenda to the con-
sumer. This can be a difficult attitude for some team members to adopt, but it is a “teach-
able attitude”. Furthermore, team members must acquire the ability to process what they
are hearing - and ask any follow-up questions - while they “are in moment” of the interview.

Brand Chek helps team members to develop and refine their skills as moderators. First of
all, Brand Chek utilizes pre-programmed stimuli which scripts the basic interview flow and
questions “automatically” as the interview proceeds. This makes it easier to manage the
mechanics of the interview, and makes it easier for moderators to take the time to process
what they are seeing and hearing from respondents. Secondly, Brand Chek provides train-
ing and feedback to help team members to develop and refine their moderator skills. It has
been my experience that most clients can be trained to be effective moderators in about
2-4 weeks, and over about 5-10 interviews.


brand chek




How much does Brand Chek cost?
There are a wide range of options for brand chek services, which are described in more detail on the
“cost” page (click here to learn more). In addition to offering the service on a per-project basis, Brand
Chek offers a fee-based alternative for those clients who conduct large numbers of consumer inter-
views. The fee-based approach can significantly reduce the cost-per-respondent, especially when
used in conjunction with team-based interviewing (click here to learn more).


brand chek



Getting Started


brand chek



Summary
Brand Chek is a web-based consumer interview service that leverages the full
potential of web 2.0 technology to significantly improve the way that on-line inter-
views are conducted. Please contact us (click here) to learn more.

Better.
Brand Chek delivers better on-line interviews through it’s web + phone shared
screen technology (which provides a better learning venue) and through its pro-
prietary interactive stimuli which help to manage interview flow and data collec-
tion, and share ideas in a more realistic, market-driven manner.

Faster.
Brand Chek delivers faster on-line interviews by leveraging web-based technology
to automate the screening and scheduling processes.

Lower Cost.
Brand Chek’s web-based screening also reduces cost by eliminating the need for
professional screeners. Additionally, because Brand Chek makes it easier for team
members to conduct interviews themselves, costs may be reduced significantly by
reducing the need for professional moderators.


brand chek

Contact
Brand Chek was founded by Bob Avena, a brand developer with over 25 years of brand development and consumer
learning experience. Bob has successfully used Brand Chek technology for his brand development clients, and is now
expanding this service more broadly.

Contact Bob Avena:
Phone (US) (917) 696-4996

e-mail bobavena@brandchek.com


brand chek

Thank you!


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