Ad Hoc measurements

The Ad Hoc tool can be used in two ways and is either called Add On (additional question for standardized questionnaire) or Ad Hoc - a standalone questionnaire tool (standalone tailor-made survey). The questions and questionnaire are generated using an in-house environment with access to all of the most common question types. The product also enables you to create logical jumps in the questionnaire, as well as edit the wording and question sequence. All questions or questionnaires that are created are automatically saved in our own library, for future re-use or as a template that can be edited to create a new questionnaire.

 With the help of the Add On option, the survey is adapted according to the specific needs for that situation. Tailor-made Add On questions can be asked to the entire panel or only the people that have answered a certain filter question. For example, only panelists that have read today's newspaper or visited a certain website. 

Entirely standalone tailor-made surveys are called Stand Alone  Ad Hoc and are not connected to any other surveys. There aren't really any limits to how simple or complex a tailor-made survey can be.  The needs determine the design of the questionnaire.

The results are immediately available online,  just like other RAM surveys - and can be exported to Excel. Output in the form of tables, raw data or simple graphs are optional.

Advantages:

  • Easy to learn and use - even for non-specialists
  • Customers are given the opportunity to entirely tailor their questions according to their needs
  • Using a selection from entire panels or sub-groups of a panel
  • Simple reporting with a range of different options

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

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