The survey tool in [eco] is flexible and useful. Most everyone is using the tool to some degree, but there are many more creative uses that you may not have considered.
The music survey feature is commonly used to test member opinions on songs, but it can just as easily be used to test audience reaction to any audio, including radio commercials. WBEB/Philadelphia has successfully provided this service to advertisers for years.
Asking members to rate the messages and entertainment value of the creative can be a valuable asset to your advertisers. Asking questions properly, you can learn if the advertising message connects, if the offer the advertiser makes is appealing, and whether it elicits a positive impression with the respondent.
You can also use the survey tool to test virtually any multimedia content, including video and graphics. As with all surveys, constructing the survey questions properly is the key to participation rates and survey success. Writing the invitation to members, and asking questions the right way can make a huge difference in responses, not to mention member willingness to participate over time. Your [eco] solutions team is standing by to help.
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