Zing Insights have had their contract renewed for the second consecutive year with BBC Haymarket Exhibitions who organise the award winning BBC Gardeners’ World Live and BBC Good Food Shows. Zing conducted visitor research onsite at each of the consumer events using iPad research pods achieving, on average, sample sizes 50% larger than other research suppliers, a significantly more representative sample than online surveying and as an added extra, a sales & marketing database of over 2,000 individuals to use for future marketing activity.
The Zing team has over 40 years of experience in research and commercial insights which they use to design surveys that are intuitive and engaging, so it’s no surprise that sample sizes increased significantly. On average, Zing achieved sample sizes in excess of 50% larger than the previous years’ suppliers, increasing statistical confidence and ensuring a higher degree of confidence in the results generated. This is especially important when testing creative, marcoms and new concepts – where there are high levels of investment and you need confidence in your business decisions.
The Zing onsite research team is trained to approach all passers-by to participate, meaning that the research sample is completely random and unbiased – a more representative sample compared to the overall audience – an important consideration for accurate business insights. The typical online survey sample is biased towards advocates and opponents, missing the all important middle ground (click here for more info on the inherent bias of online research).
As an added extra, we spent a few hours each day before the research started collecting contact details of almost 2,000 visitors. We particularly targeted walkup visitors where the organizers did not have direct contact details; those who bought their ticket on the day or were visiting in a group where another member of the group had purchased the ticket – to help support the organisers future marketing activity amongst these groups.
Marilyn Jarman, Head of Marketing at Haymarket Exhibitions said “Zing Insights have delivered some fantastic research for our shows this year and we have been delighted with their approach, professionalism and experience. Lisa and her team grasped our brief perfectly and delivered valuable feedback to shape the future of our shows. We look forward to continue working with them.”
Zing Director, Lisa Holt said “We’re thrilled that Haymarket Exhibitions have committed to a longer-term relationship with Zing, our business is built on strong client relationships that deliver repeat business and recommendation as a result of our exceptional quality, strategic business insights and great value for money.”
For more information on how Zing could support your business growth and development, call the team on 0844 800 9588.
