CM Research debuts Web tools

Marketing is spinning its way on to the Web.

Marketing is spinning its way on to the Web.

Just like normal customer surveys, "interactive research tools" have now arrived in New Zealand.

NFO CM research has launched systems it says measure more than just the number of hits on a company Web site.

The US-developed tools also measure the satisfaction, preferences and decision-making processes of visitors about a company's Web site.

The systems use online interviewing and research to produce Web-based surveys and assessments.

One tool is a quantitative online methodology, known as NFO//net.survey, which is pre-programmed with built-in logic.

The other is NFO//net.gauge which profiles visitors to a site, measures visitor satisfaction, and assesses the site itself.

NFO CM research senior account director Galina Mitchellhill says the online interviewing and research can be used for concept tests, Web site evaluations, new product tests, package design tests, customer satisfaction, segmentation, purchase tracking and advertising effectiveness.

Mitchelhill says the tools have been tested and validated internationally and have been used in more than 2000 studies.

More details can be found at CM Research.

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