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The Leading Edge is a leading innovator in
online research in Australia.
Since conducting our first study in 1999, we have built a unique
skill set mixing expertise in marketing, research and IT with the experience
gleaned from over 250 online studies for over 30 clients including Microsoft,
Kimberly Clark and Vodafone. Today nearly 50 percent of our client’s
quantitative research is conducted online.
In order to provide our clients with a competitive advantage by using
this medium, it was important to take a different approach to online research.
Thus we enable our clients to exploit the many benefits it offers such
as speed, multimedia and sample size and not just use it as a cheaper
alternative to more traditional methodologies. This means that we have
been able to develop many new and exiting innovations that drive deeper
and clearer consumer, customer and category insights. Examples include:
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Online brand price trade off and
choice models which due to the complexity of the design would not have
been possible using any other methodology
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Groundbreaking work into the best practice for
and effects of testing streaming advertisements online
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Development of our own online qualitative research
capability, The Research Confessional, which has afforded clients such
as Glaxo SmithKline the opportunity to conduct intelligent, iterative
qualitative research whilst avoiding the pitfalls of real time online
qual.
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To ensure the quality and integrity of the insights that
online research generates we have developed our own unique proprietary
panel of over 20,000 respondents. As well as our proprietary panel we also
have access to a wider panel of 250,000 respondents.
Our panels are carefully
recruited and managed to ensure that response rates are high and that panel
churn is minimised. We have conducted extensive
validation work to ensure that our panel is representative of the general
population. At a time when 78 percent of the adult population is online,
our online panel offers clients new possibilities for conducting smarter,
faster and cost effective research.
We also conduct a range of online studies,
using sample sources such as client lists and web intercepts.
If you would like to find out more about how our online capabilities could
provide you with a competitive advantage please click on the link below.
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