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info@publiceye.com.au |
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By using PUBLICeye to move the invite, RSVP and feedback process online...Lexmark was able to host more events in a shorter space of time, through smarter and more efficient use of our internal resources 
Scott Millington, Lexmark |
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Homehound.com.au
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Homehound.com.au hunts insights online
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About Homehound.com.au
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Homehound.com.au is one of Australia’s largest real estate websites. It features approximately 200,000 real estate listings including homes and land for sale and rental properties from over 4,000 real estate agencies around Australia. It is part of Independent Digital Media (the digital division of IPMG).
The Challenge
As a challenger in the highly competitive online real estate market, Homehound.com.au was looking for new ways to meet the needs of their audience, communicate their unique offering and provide an attractive platform for advertisers.
 The team at WebMart were extremely efficient, knowledgeable and easy work with. They really took the time to understand our business needs and translate this into a full solution
Karen Kindlen, Marketing Manager, Homehound.com.au
To achieve this, they began planning a comprehensive online audience survey and profiling project. While they were very clear on their business requirements, they needed a research partner to assist with the research design as well as manage the technicalities of building, hosting, data capture and reporting.
They had identified some key requirements for the solution
- Quick and easy to use both in-house and for website visitors
- Fully branded and seamlessly integrated into Homehound.com.au
- An end-to-end service combining research expertise and technical capabilities
- Full data capture, analysis and reporting functionality
- An outsourced solution that didn’t create a time or technical burden on staff
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The Solution |
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Having worked with them previously on a highly successful online competition, Homehound.com.au was confident in choosing The WebMart Network to manage the research. They used their proprietary system called PUBLICeye™, a complete solution for running surveys, promotions and competitions online.
WebMart’s specialist research partners, EH Research, were also engaged to consult on the survey design, question writing and information structure to ensure that the project achieved the business objectives outlined by Homehound.com.au.
“The researchers and technical team at WebMart were extremely efficient, knowledgeable and easy to work with. They really took the time to understand our business needs and translate this into a full solution” said Karen Kindlen, Marketing Manager for Homehound.com.au.
The result was an end-to-end service from writing the questions and designing a fully branded interface, to collecting responses, managing the data and analysing the results.
Some of the key features of the solution were:
- Specialised survey design – after consulting with Homehound.com.au on their business objectives, WebMart’s research partners developed a detailed proposal including survey structure, question flow, visual design, data management and analysis.
- Branded for Homehound.com.au – the survey was designed to match the existing website design and was integrated as a DHTML pop-up on the home page. Each visitor was only shown the survey once
- Flexible features – question types can include radio buttons, check box, multiple choice, free text, rank, compare, page branching according to responses and can even integrate media such as video, images, audio and flash animation
- Reporting – response data was collected in real time with detailed, easy to read reports and analysis with colour graphs provided. This ensures the results answer the business questions.
- Easy to use – the system’s point and click controls are simple to use for customers and staff of any technical skill level
- Outsourced technology – WebMart hosts and maintains all the software, so Homehound.com.au needs no technical resources to create their own system
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We had a target of reaching 2000 respondents over a few weeks – we passed this number in only four days! Because the data is collated in real-time, we also had the detailed analysis report straight away
Karen Kindlen, Marketing Manager, Homehound.com.au The Results
As this was Homehound.com.au’s first major customer research project since an extensive site redesign, it was critical that it went smoothly and met the business objectives.
The comprehensive eight minute survey explored a range of topics including demographics, work status, income, location, real estate preferences and website experience as well as questions regarding the use of finance and telecommunications products.
Karen Kindlen was thrilled with the results and the efficiency of the service.
“Once we’d finalised our business requirements, the survey was live on the site in less than a week – including writing the survey structure, design and build."
“We had a target of reaching 2000 respondents over a few weeks – we passed this number in only four days! Because the data is collated in real-time, we also had the detailed analysis report straight away."
“The level of detail in the analysis and the clear presentation of the audience insights gave us a better understanding of our audience, a much more compelling data-backed proposition to take to advertisers and valuable insights to improve marketing messages,” concluded Karen.
The success of the project has lead to further customer research and online surveys within Independent Digital Media for product development and marketing activities.
“I’ve partnered with WebMart previously at Time Inc and more recently at Independent Digital Media because they deliver a fully integrated offering with a rate card that gives us outstanding return on investment,” David Burkett, CEO, Independent Digital Media.
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