The Good, The Bad, The Missed Consent
Let’s be honest here. For far too long marketers have gained legal marketing consent by either hiding the opt-out box or confusing repondents. How does this BAD consent affect...
YOU could be a Consent Marketing Hero
Permission statements – easy! Until the need to increase opt-ins becomes crucial; then the wisest marketers can be overwhelmed, but Consent Marketing Heroes will save the day.
How can you increase consent? Simple, offer channel choice.
“Following ICO guidelines gives you more consent, but that’s only part of the story. You must prioritise communication channels. This advice can make it easier for you to make...”
Speaker’s Corner: Consent rant
“Here I am ranting at Speaker’s Corner on language’s positive impact on consent: A direct marketer’s first duty is to generate enough marketing consent to enable a brand to survive”
Size matters – Opt-in; minimise the shrinkage
“While the legal decision to adopt opt-out as the standard is beyond marketers’ control, responsible brands are considering the implications of such a move and attempting to...”
BREAKING NEWS - The Three Influencing Pillars of Consent
“Breaking news: Now we know - because we’ve been busy researching hundreds of those crucial permission statements - what factors most influence consent...”
Consent is good
“Revenue-hungry clients tend to brief their marketing departments/ agencies to do whatever is necessary to gather more opt-ins...”
Please! Database and Research you must talk!
“The big direct marketing opportunity is the combination of database and research; to understand previous consumer behaviour…”
“A single permission statement is a well-meaning idea advocated by slothful marketers and ambitious administrators, but...”
Consent is power
“As consent is now the underlying process upon which databases are built, getting your permission statements correct is extremely important…”
Wake up and smell the consent!
“Imagine the most financially-important marketing campaign of the year, the success of which affects every other campaign the brand undertakes for years to come…”
We must be ‘sexist’ and ‘ageist’ about consent
“Brands which are serious about persuading more people to opt-in to marketing contact should start tailoring their wording to target key demographic groups – age and sex are a good…”
The detached arrogance of creativity
“If the marketer is doomed to play piggy-in-the-middle between creatives and clients, it’s far less stressful (and more profitable for the brand) if they can prove their points.…”
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Incisive research to help clients make better business decisions and maximise ROI
fast.MAP is an insight partner that continuously connects clients in real-time with their customers
The combined experience of our Directors spans many industries, disciplines and methodologies and the solutions we provide can be executed within the business.
Industry expertise: Financial, Automotive, Travel/Transport, Charity, Marketing Communications, Media, IT/Technology, Retail, Pharmaceutical, Travel/Transport, FMCG and more
Methodologies: Quantitative: online, telephone and face to face; Qualitative: in-depth interviews and online focus groups
Our aim is to help clients to:
• Improve Marketing Effectiveness:
• Branding Studies
• Concept Testing
• Message/Copy Testing - ads (TV, Press), leaflets, direct mail
• Understand Markets:
• Demand Estimation and Sizing/Audits
• Market Segmentation and Pricing
• Competitor Analysis
• Understand Consumers:
• Attitude and Usage Research
• Customer Profiling
• Customer Loyalty and Satisfaction
• fast.MAP offer 3 types of services:
• Reports - produce and share industry specific/topical reports
• Bespoke research projects tailored to solve specific business or marketing challenges
• Products - as experts in the field of marketing communications we have developed and tested series of - off the shelf - marketing assessment products and solutions
Enable better decision making with real-time market insight...
Test bold, creative ideas
Gain fast, accurate feedback about new concepts
Explore new customer segments
fast.MAP helps to enhance clients' decision-making by using real-time online, fast quantitative and qualitative research to deliver incisive market insights.
fast.MAP applies and develops new technology to provide outstanding value-for-money, using its team of experienced senior marketers with real-world experience of working on major consumer brands.
What We Do
'Fast, accurate and cost effective research results...'
fast.MAP are a market research agency.
Primarily we service the marketing communication communities, both clients and agencies, specialising in using online, real-time research to support the direct response industries.
The speed, accuracy and cost effectiveness of the medium means that clients can use research at the planning stage to maximise the effectiveness of campaigns.
There are more adults available online now than via the telephone. As a research medium the internet is very effective and brings many benefits over other forms of research. Digital is the international language of choice for today's consumers.
Our highly profiled and responsive online panel is used to carry out quantitative online interviews as well as online focus groups. Both methodologies are often used in combination in order to create deep and continuous conversations, more natural and richer than when these traditional research methods are used in isolation, leading to greater insight and fast, cost effective solutions.
Our popular and tested "Zoom" methodology enables clients to carry out 1,000 online interviews and deep dive during online focus groups with respondents who gave specific survey answers cost effectively and quickly. The additional "Zoom" online focus groups can be organised very quickly without adding to the quantitative survey timelines.
We work with many different sectors and through our in-depth knowledge and understanding of clients' needs have developed a range of products and services.
These are designed to meet specific needs that we know exist, but we always listen to our clients' first to gain a deeper understanding of the project and what is required.
Please choose a product:
• 360° Direct Marketing Campaign Support Toolkit
• fast.MAP Omnibus
• Campaign Appraisal
• Creative Pre-testing
• Agency Pitch Support
Welcome to our free online research lab
• White paper: Financial Services Tracker 2012
• White paper: Marketing Gap 2011
• White paper: Digital Tracker August 2011
• White paper: Involve Millenium 2011
• White paper: Annual Data Tracking Study 2011
• White paper: Charity Direct Mail Feb 2011
• White paper: Charity Direct Mail Top Tips
• White paper: IOF Summary of Research Findings
• White paper: Digital Tracking Study May 2010
• White paper: DMA Sustainability Tracking Study March 2010
• White paper: Marketing Gap Report 2009
• White paper: DMA Financial Services Tracker 3 – December 2009
• White paper: DMA Financial Services Tracker 2 – August 2009
• White paper: DMA Financial Services Tracker 1 – December 2008
• White paper: The disparity between consumer beliefs and marketers' presumptions
• White paper: Nine out of ten people would switch to a more environment-friendly brand
• White paper: New research reveals the gap between consumer motivation and marketers’ presumptions
• White paper: How to use online research to win business pitches
• White paper: How can online research help Direct Marketing?
The Senior Team
'Experienced and client focused...'
The shareholders and directors of fast.MAP have all held senior marketing positions in a client environment. It’s this experience that enables us to have complete empathy with our clients and your needs.
David Cole – Managing Director and Co-founder
David has 25 years of experience in the marketing industry. David has a Business Degree, a CIM diploma and the BDMA Diploma in Direct Marketing. He has worked in marketing agencies, a database bureau and was Head of Database Marketing at The Telegraph Group. Whilst at The Telegraph, David launched the UK’s first newspaper reader panel, and went on to co-found CCB providing online research to a wide range of high profile clients. David is widely quoted in the media as pioneering a practical straightforward and cost effective use of online research.
Paul Seabrook – Board Director, Head of Research and Co-founder
Formerly Head of Research for CCB, Paul brings a wealth of both client side and agency experience having work at senior levels within the automotive industry for 15 years. Paul has a Business Studies degree and a post-graduate diploma in Marketing from the CIM.
Anne Massey – Marketing
Anne has worked as a research analyst, writer and public relations practitioner in the marketing industry for more than 20 years; specialising in writing about management, databases, lists and market research. She has also worked as a designer, writer and editor in both the consumer and business press sectors, including as special reports editor of Campaign and Marketing magazines, launch editor and then features editor of Auto Express, editorial director of The North London Post Group and The Richmond & Kingston Advertiser Series and editor of Sales Promotion, Direct Response, Adline, DM Week and Computers in Sales and Marketing. PR clients have included The Daily Telegraph, the EDMA, Sybase, Brann and Valassis.
Tony has a London Business School MBA and a 25-year career in the direct response industry, establishing EMAP Direct Response in 1983, starting NDL International (now part of Acxiom’s lifestyle data company) in 1985, and joining the Board of The Daily Telegraph in 1994, where he built the highly profitable data-driven ventures. Founder of the DMA (UK) and its first deputy Chairman, and deputy chairman of the European Direct Marketing Association. In 1999, he was elected an Honorary Lifetime Fellow of the Institute of Direct Marketing. In November 2003, readers of UK’s Precision Marketing magazine voted him one of the ten most influential individuals in UK Direct Marketing over the last 15 years. Tony is not involved in day to day business.
• Major oil company global pitch
Major oil company global pitch.
Our client, a multinational integrated marketing communications agency were pitching for an oil company’s global petrol and diesel consumer marketing account. A key part of the strategy was to be able to demonstrate how the agency could develop a global strategy but also reflect and account for, the individual local markets specific needs.
What we did:
Using online research we surveyed 200 diesel drivers in the following markets:
• Czech Republic
CCB fast.MAP handled all translations required so the client just had to sign off the English script.
The survey was despatched within 48 hours of the script sign off and needed to remain open for 4 days to achieve the required sample size.
As this was a quantitative project, there was no need to translate the results back to English as these were all available to view as charts online in real-time.
Our client was able to establish the different needs of the local markets and how these would need to be integrated into the overall global strategy, specifically in the area of sales promotion.
Ultimately the agency won the account. The end client specifically mentioned in it’s feedback to non-successful agencies that the winning agency had researched it’s propositions and understood how the campaign would need to be adapted to local markets’ needs.
• UK Charity – Beating the Banker
Your chance to hear our research based tips on direct mail
Start your day at the Institute of Fundraising direct marketing & fundraising conference with a wealth of new knowledge and top tips for improving your direct mail ROI. Fundraising in the current economic climate is more challenging than ever and the most effective way of maximising marketing budgets is to put the work into campaign planning – creative testing, ensuring data is well targeted and messages are delivered in a timely manner. ONEPOST, W8Data and fast.MAP have been working hard to find out what consumers really think about charity direct mail. Questioning a representative sample of the UK, via an online survey, we have discovered what is more likely to make them respond and what turns them off. As experts in the field of direct mail – creative testing, data cleansing, postal savings and environmental issues – ONEPOST, W8Data and fast.MAP will then discuss the findings and offer you top tips for implementing the research results as a way to improve your direct mail ROI.
Date: Monday 21st February 2011
Time: 9.15 -10.00am
Venue: Plaisterers Hall, London, EC2Y 5JU
Rafal Gajdamowicz, fast.MAP, with detail research findings on:
• Meeting your environmental responsibilities
• Data - it’s a quality issue
• Effective use of your creative budget
• The values of testing and targeting
Panel discussion with Rafal Gajdamowicz, fast.MAP , Will Anthes, W8Data, Graham Cooper, ONEPOST and Stephen Pidgeon, Tangible Response (chair)
To book your place:
Online: Click here to book online
Phone: David on 020 7242 0702
Please note: We would like to join us as our guest to attend the research presentation that precludes the IoF Direct Marketing & Fundraising Conference. If you wish to attend the full conference please visit The Institute of Fundraising for conference programme, delegate rates and booking.
• Car Company - Price test and business case justification
Car Company: Product Development – Price test and business case justification
A car company had developed an aftersales package designed to build loyalty from both vehicle and service customers.
A number of business case scenarios had been produced based on different price assumptions and different loyalty impact rates.
Quantitative research was required to justify these assumptions and test for price elasticity at the proposed price points.
Importantly, it had to be established if the product was seen as a genuine demonstration of the brand’s values and not just as a marketing offer.
What we did:
Build a sample of car owners within a certain segment of the car market. Three price points were shown to the sample in isolation rather than asking the entire sample which of 3 prices would they like to pay. This quantified the demand at 3 different price levels.
Additionally, certain attitudinal statements about the product were asked.
The business plan assumptions about likely take up rate were quantified and within the range of scenarios proposed.
The middle price of the 3 however, only saw an indicated 2% drop in demand which was more than outweighed by the extra income that would be generated (by £xm). Additionally, at the middle price, car owners perceived the offer to be less of a marketing trick and more credible.
It was also established that there was a correlation between ultimate vehicle loyalty and the amount of contact the customer had with the dealer network. This enabled the client to accurately forecast the uplift in loyalty and future vehicle sales which was instrumental in getting the product approved by the European board.
• Major direct insurance company agency pitch
Major direct insurance company agency pitch
Our client was on the pitch list of a very high profile brief for an insurance company. The brief was based around driving response and integration with the overall brand strategy.
However the agency had an issue with an area of the brief that they wanted to challenge. The client had said that multi-product advertising was required and that this would get the best return on investment.
What we did:
Built a survey that was designed to gain further insight into the consumer’s decision making process, but also show some creative with multi-product offerings.
The idea was to see what the recall was of the insurance categories that were being advertised. Included in the pre-coded list were some red-herrings along with the actual products featured, but now not on display to the panellists.
Insights were uncovered which demonstrated the different decision making steps that people went through for different types of products. Additionally it was proven that recall in the multi-product ads was limited which could potentially have an adverse affect on return on marketing investment.
This enabled the client to successfully demonstrate their “don’t make assumptions, but learn” mentality which ultimately played a part in them winning the pitch.
• B2B new business pitch
B2B new business pitch
The client was pitching for a global IT account and wanted to add some innovation to their presentation by understanding where Corporate Social Responsibility (CSR) fits into their markets’ agenda.
However their client’s market is blue chip companies and the insight needed to come from the decision makers, i.e. board directors.
What we did:
Using bespoke b2b data we obtained 48 completed surveys within 3 working days. The survey was an in-depth look at how strategically CSR was integrated and also how IT providers were currently adding value / what the market wanted.
To get the views of 48 board directors from this profile of organisation through other research mediums could have cost tens of thousands of pounds and taken weeks. With the tight timescale of a pitch, the end client was very impressed that this level of insight had been achieved. They won the account.
• UK Christian homeless charity
UK Christian homeless charity
A very limited overall project budget demanded that the research be very cost-effective and action-orientated.
Research was used as part of the launch of a new donation product, to develop a powerful, relevant creative treatment that - it was assumed - would appeal to a new target audience.
It was necessary to review the pricing strategy, to discover whether the £10 donation requested had been set at the correct sum.
The research also had to determine what data and media needed to be used to best reach the required new audience.
How CCB fast.MAP achieved this:
CCB fast.MAP worked with the head of fundraising to develop a survey which included four different creative executions and three different donation request levels. The underlying profile data allowed the client to examine reaction to not only creative treatment and donation level results, but also to further analyse the demographic profile of respondents.
The process identified a new target audience.
The main difference was age.
More importantly, CCB fast.MAP analysts also identified big differences in the profiles of those supporting each of the two favoured creative treatments. Significant differences in both gender and newspaper media consumption were revealed in those who preferred each of the treatments.
At this stage, intelligent routing was deployed within the survey, to explore price elasticity.
A mailing pack was developed using the most popular creative treatment as the lead pack and the second favourite in the support material. A split test on targeting was undertaken (older traditional profile v. the newly-discovered profile) and the pack was mailed to 40,000 prospects, with half going to the new younger profile.
The return on investment from the new younger profile was three times better than that from the traditional profile. And there was an added benefit from this group from which a higher proportion responded to the gift aid scheme.
For more information, please contact firstname.lastname@example.org
'Accuracy of results is our priority...'
Gain access to over 200,000 profiled individuals
We know clients make key decisions based on the results of the research projects they run with us and this is why they need to have 100% confidence in the information we provide. Using our extensive direct marketing experience, we recruit our panel from a wide range of sources to ensure a representative sample of UK adults.
Our panel comprises profiled individuals, none of whom is allowed to join voluntarily. This helps to ensure quality and accuracy. The panel is constantly refreshed and is growing. We have empirical evidence of the accuracy of our panel which our client teams are more than happy to show to you.
All our panel members complete an in-depth survey when they join. This enables us to use deeper analysis to add colour to research results so clients get maximum value from their projects.
Profiling can be carried out at a basic age and gender level or using more in-depth demographic and lifestyle variables. We can also use geo-demographic profiling tools to link research results with campaign targeting.
To talk to the online research experts, email or phone us or simply complete the form below.