Data Decisions Group is a hybrid marketing research company that manages traditional market research projects, complex predictive modeling work, and a massive database with more than 1,000 data points on US consumers.
While they run a handful of custom survey panels, Data Decisions Group occasionally outsources sampling for general population studies or very specific audiences. However, single source paneling proved to be inefficient and expensive, as it required their project managers to handle click balancing, quota management, and invoicing with each individual panel.
They turned to Lucid for a more cost effective option that provided access to hundreds of global online panels.
“We run a lot of studies where we’re looking at specific target populations, and one of the appeals of Lucid is that we can get access to a number of different online data streams where quality control happens before they get to us.”
“The ability to have that level of granularity is so valuable to us.”
“We run a lot of studies where we’re looking at specific target populations, and one of the appeals of Lucid is that we can get access to a number of different online data streams where quality control happens before they get to us,” explained Heather Primm, Director of Operations at Data Decisions Group.
Initially, Data Decisions Group worked with Lucid’s services team, providing their project manager with specs and proprietary standards. However, due to increased volume, they became interested in the Marketplace software.
“When we realized what the cost savings would be if we moved from services to software, that was a key factor in our decision,” said Primm.
Their Customer Success Manager walked them through all of the steps for using the software and helped to set up tracking studies so the Data Decisions Group could run them independently.
In addition to cost savings, Data Decisions Group found that Lucid’s software afforded them more control over their studies.
“If I take a look at a study in the morning and find, for example, that we’re falling a little behind on Hispanic males in the west region, I can make adjustments to the incoming sample without having to send an email to a project manager,” commented Primm. “That level of control is so important to us.”
Data Decisions Group can reach out to their CSM as needed and relay the specs on a project to get help with troubleshooting.
“Lucid’s team is very skilled and familiar with the nuances of the platform, so they taught us some tricks on how to run the trackers exactly the way as before,” said Primm. “It’s a nice balance for us to be able to manage it ourselves while having the support of the Lucid team.”
With such extensive support and training from Lucid’s customer success team, Primm and her team have easily learned to use the software – even for complex tracking studies.
“I would say the learning curve on it is not a challenge. Our CSM also set up the tracking studies for us so we were able to run projects ourselves,” continued Primm. “We had help every step of the way.”
Data Decisions Group has continued to be very successful with their Lucid software subscription.
“In terms of time, we’ve probably seen a 25% reduction in the amount of staff time that’s gone into this. And that’s not unsubstantial,” commented Primm.
For example, Data Decisions Group recently completed a 600n, high IR study that required minute, tight balancing at the census level at the beginning of the survey. For these types of studies, they typically send sample replicates in short bursts and make adjustments until the balancing gets into play. However, for a study fielding 600 completes, that approach is not as simple. They also had to keep the sample balanced very tightly by sending a very limited number of invitations. Lucid’s software gave their team the ability to get very granular with managing the study.
“The balancing was great. We needed people to be coming into the screeners 31% in one category, and so on. It came in precisely on point,” explained Primm. “Gender was nearly perfectly balanced, as well as HHI, ethnicity, and geography. The ability to have that level of granularity is so valuable to us.”
“In terms of time, we’ve probably seen a 25% reduction in the amount of staff time that’s
gone into this. And that’s