SEATTLE (January 25, 2007) - QuestionPro (www.questionpro.com), a leader in online survey hosting and delivery since 2002, and Buddy TV (www.buddytv.com) the web's best entertainment-based community site, have created a new way for advertisers to acquire learnings from viewers of shows that feature their ads. BuddyTV uses custom online surveys from QuestionPro to gather information and opinion from the community of fans that cluster on its site to discuss their favorite programs.
There's only so much an advertiser can learn about what is in the hearts and minds of viewers who see their ads. While Nielsen data can tell them how many households and in which neighborhoods watched a show (quantitative), and census data can tell them the general attributes of a neighborhood (demographic), there's no easy, or quick, way for advertisers to gain key psychographic (or qualitative) data in a timely manner.
The explosion of social networking and online communities is changing this dynamic, however. With sites like BuddyTV aggregating thousands of people with shared interests, it's now possible to tap into the collective knowledge and opinion of the group.
"The business world has for years had tools and services dedicated to capturing and analyzing business intelligence," said Vivek Bhaskaran, QuestionPro co-founder and CEO. "And while the entertainment and advertising industries have had ways to test messages on audiences, these approaches are time-intensive and costly. Our approach delivers near-immediate results that can be sliced and diced like traditional corporate or business intelligence data."
Advertisers are turning to BuddyTV to leverage its community of fans to glean critical qualitative data about the general viewing population of a show. BuddyTV community members take online surveys, developed by the research groups of advertisers and powered by QuestionPro.com within hours of when a show airs up to a few days afterward. BuddyTV's analysts compile the results and produce a report within days for the advertiser.
"QuestionPro's surveys go beyond the simple freebies that proliferate the web" said Andy Liu, BuddyTV.s founder and CEO. "Superficial data has no value to advertisers, and only QuestionPro was able to give us advanced research tools, like conjoint analysis, to help us deliver insightful reports to our clients."
QuestionPro offers a complete set of market research tools for conducting online research. Advanced features for developing surveys include branching, randomization, extraction, and compound branching among others. The integrated emailing system gives the researcher the ability to send mass invitations and track response rates. The integration of a global panel of survey respondents allows users to target the right audience of survey participants. Advanced analysis tools include crosstabs, segmentation, Conjoint and TURF analysis.
About QuestionPro
QuestionPro.com offers market research software for the creation, distribution and analysis of electronic surveys. QuestionPro offers the most advanced survey design and development capabilities possible via the Internet. The integrated analytical tools make data-collection and insight a single-stop solution. Hundreds of market-leading companies have utilized QuestionPro.s Web-based survey software for their market research initiatives. More information on QuestionPro is available via the Web at www.questionpro.com.
About BuddyTV
BuddyTV is an online community aimed at bringing entertainment and content closer to fans. The site offers original articles, news, spoilers, and interviews on an extremely broad range of television content. In addition, BuddyTV also provides a forum where fans from all over the world can come and gossip, chat, and connect with other fans about their favorite TV shows. BuddyTV also enables fans, networks, and studios to conduct TVj "Television Jockey" broadcasts which allows these people to broadcast live audio, video, text, and polls around their favorite content.