eSight

One of the most significant changes in the research industry in the past decade has been the adoption of on-line survey tools. Many companies who conduct their own market research will often use on-line survey tools. These low-cost on-line or software-driven survey services provide companies and associations with tools allowing them to design their own surveys, send email-links to employees, consumers, members, or sales force groups and receive numeric scores of the responses to the research they conduct. All in all, with the exception of pricing models, most of these technologies are the same and, although subtle differences may exist in the technology, fundamentally, they all accomplish the same thing.

However, their success depends on the client’s ability to format the questionnaire in a scientific and objective manner. Also, and importantly, their shortcomings include a limited ability to analyze and cross-tabulate the findings.

In response to these limitations, PMG developed eSight, a web-based survey and analysis tool that essentially provides the same opportunities as other internet and software solutions available on the market today. The essential but important difference between eSight and all other industry based programs is that it is service oriented. Our clients don’t buy software, setup their own surveys: instead these tasks are included in the service, and the client receives a concise and detailed report of tabular analysis, without the problems of formatting logistics or limited analysis.

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With almost 14 years experience in market research and business consulting, we provide our clients with a level of knowledge and support that improves their ability to build effective research strategies and also offers more meaningful results, in terms of analysis capabilities. With respect to the process, PMG provides support and expertise to questionnaire design and works with each client to uncover informational objectives and desired outcomes for the process. In consultation with the client, PMG then designs a survey tool that most effectively satisfies the research goals and delivers the highest level of analysis capability.

One of the key benefits of eSight occurs at the end of the survey process; data analysis. With more than a decade of experience in data analysis, PMG's eSight product delivers customized results that offer an in-depth perspective of their results, including data segmentation. In our view, market research is more than just reporting numbers, it is a clear articulation of what implications the findings have for the organization and an understanding of how the results should be interpreted and operationalized. With this, our eSight analysis can include the integration of external data, trending analysis of one time period versus another, and various other advanced analysis strategies.

With specialized design skills, PMG's staff can customize the branding of eSight to best represent the association or company, in order to reflect the project as a proprietary association or company offering.

In summary, the real value and differentiation of eSight is in our customized and comprehensive service coverage in:

Being able to provide research design and management of a web-based tool
Objective third party research ensuring the validity of the findings
Data which can be segmented, cross-tabbed and analyzed to the clients' specification
Design versatility, for example featuring a a rolling survey, measuring results from previous months, years, etc.
Format which can be easily segmented into meaningful sectors (geographic, gender, member type, etc)