Automated Solutions: Getting Started in Toluna Start

Published Jun 09, 2021

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From the solutions presented, select the option that works best for your needs. By selecting one of the automated solutions, specifically our Concept, Pack, Brand Health, or Comms pre or post-test, you will be presented with a wizard from which you can build and customize your survey.

Each solution has a core set of metrics from which to choose, which were developed using expert research methodology. Our automated solutions have built-in special features like text highlighter and heatmap tools, and a high-value real-time infoboard as the final deliverable. The infoboard highlights KPIs based on the core metrics and offers a great visual display for sharing with key stakeholders.

We also offer solutions for Live Discussions used to run qualitative engagements, and Branded Communities which will allow you to create your very own panel of members.


Concept Testing

Quickly identify winning concepts that are distinctive, credible, and will drive purchase intent.

Key Benefits

  • Fast-fail decision making with real-time feedback;
  • Find winning concepts faster — expedite decision making;
  • Rule out losing concepts early in the NPD cycle;
  • Expedite product development and time-to-market to save time and reduce risk.

Key Metrics

  • Purchase Intent
  • Purchase Intent Priced
  • Likeability/Appeal
  • Preference
  • Value for Money
  • Distinctiveness
  • Believability
  • Brand Fit
  • Importance

Pack Testing 

Validate packaging impact and fine-tune the design, features, messaging, and claims to determine the most favorable mix that will drive sales.

Key Benefits

  • Expedite product development and time-to-market to save time and reduce risk.
  • Identify packaging strengths and weaknesses and measure the effectiveness of overall packaging strategy;
  • Heatmap provides insights on where pack is capturing consumer attention and what doesn’t appeal to consumers.

Key Metrics

  • Purchase Intent
  • Purchase Intent with Price
  • Likeability/Appeal
  • Preference
  • Brand Recognition
  • Distinctiveness
  • Believability
  • Brand Fit
  • Easy to Understand
  • Side-by-side analysis (significance)

Comms Pre-Launch

Prior to launch, fine-tune your messaging, claims, and slogan to increase its in-market impact.

Key Benefits

  • Finalize communications (advertisements, creatives, messages, etc.) just before launch to ensure the highest in-market success;
  • Identify areas of concern and fine-tune to optimize;
  • Sets a good foundation and can attract buyers away from other competitors.

Key Metrics

  • Overall Likeability
  • Brand/Product Linkage
  • Brand Impact
  • Call to Action
  • Core Message
  • Highest Emotion

Comms Post-Launch 

Learn if your comms campaign is delivering as predicted by measuring its recognition, brand impact, likeability, and emotional engagement.

Key Benefits

  • Understand what elements of the campaign worked or didn’t work;
  • Learn how the target audience responded to the campaign;
  • Review ultimate effectiveness of the campaign versus objectives;
  • Discuss the campaign with key stakeholders;
  • Provide valuable learnings for future campaigns.

Key Metrics

  • Ad Recognition
  • Ad Effectiveness Score
  • Brand and/or Product Linkage
  • Likeability
  • Call to Action
  • Emotional Classification
  • Emotional Intensity

Brand Health

Assess your brand’s health vs. category competitors with our proprietary Hi BrandsTM model, combining your current equity with your brand’s future relevance and vitality. Assessment can be done at a moment in time or via ongoing tracking.

Key Benefits

  • Assess future relevance and brand vitality;
  • Ensure your brand is fit for the future and to fight competitive threats;
  • Make impactful decisions faster to ensure the future health of your brand and in-market success;
  • Gain a more holistic perspective by looking beyond just static metrics.

Key Metrics

  • Hi Brand Score and ranking
  • Hi Brand Pillars: Brand Equity, Future Relevance, Knowledge, Excitement, Community
  • Marketing outcomes: Trust, Consideration, and Recommendation.

Live Discussions

Tap into real-time insights with our qualitative engagement module, Live Discussions. Interact with members in a chat-based forum over the course of several hours or several days. Run your Live Discussion on its own or as part of a research initiative to gain richer insights through a combination of quant and qual.

Key Benefits

  • Recruit the right audience using our Toluna panel and a customized recruitment survey.
  • Interact with members in real-time within a chat-based platform.
  • Use thumbs up, thumbs down, and emojis to engage with comments from respondents on the fly.
  • Tag key ideas and concepts for easier post-field analysis.
  • Review results in a real-time Analytics link and a comprehensive transcript output.
  • Expedite your analysis by using our automated theming and emotion analysis approach.

Branded Communities

Use our Branded Communities solution to recruit your own group of members for running on-demand research, 24/7. Create a custom member portal to host your engagements and use our robust panel management platform to manage your own database.

Key Benefits

  • Recruit qualifying members using a quantitative profiling survey to create a database of members available at your fingertips.
  • Use our quantitative survey solution to program your surveys and launch to a group of members, or the entire panel.
  • Run qualitative engagements to dig deeper into the minds of your members, enriching your research strategy.
  • Create a cohesive brand feel with customizable invitations, survey themes and member portal.

Questions on one of our solutions?

Contact us

Don’t have time to become a survey pro? Let our team of experts assist you.

For more information on working within the Toluna Start platform, visit our resource center here

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