Introducing: Hybrid audience research with Attest

Attest saw an opportunity to support this in a unique way – by giving you the ability to include your own audience in research alongside your future consumers. 

Taking a Hybrid audience approach to research, with our powerful new own-audience capabilities, means you can choose to run a survey with your current customers, future consumers or both together for a whole-market view. 

Why take a Hybrid approach? 

There’s a bunch of reasons a Hybrid platform is beneficial to anyone carrying out consumer research: 

1. Fewer tools to manage – From chatting with our customers, we understand that whether you’re a brand manager, marketer or research and insights manager, you’re likely doing ad hoc customer research to complement your consumer insights. but generally with tools that are clunky and require a bunch of manual effort.
2. Choose the right audience at the right time – The flexibility in audience types can transform your market research. Rather than going straight to the consumer every time, Attest gives you the flexibility to choose the right audience for your context. 
3. Get a truly representative view of the market – have you ever presented your data and been asked if it truly represents the market? Now, your answer can be a simple ‘yes’. By including customers and future consumers in the same surveys, you can identify the opportunities for growth that let you maintain your customer base while reaching new consumers. 

Attest’s Hybrid audience platform is ideal for the essential consumer research use cases:

• Creative testing for marketing campaigns – Pinpoint how marketing campaigns move the needle for brand awareness and market share – and optimize ad spend with agile pulse checks.
• Concept testing new products – Derisk product launches by assessing how they’ll land with current and target customers.
• Category insights for new and legacy product categories – Spot new ways to boost expansion while keeping current customers on side.
• Brand perception analysis to layer onto your brand tracking – Make brand choices that attract new buyers and maintain current customers’ perception.
• Behavioural insights – so you can understand your customers throughout their lifecycle

Is this just another research decision I need to make? 

We get it, with every customisation and promise of flexibility, there’s another choice you have to make. But with our Hybrid capabilities, we’ve seen our users intuit exactly who they want to reach and why. 

In the past, the limitation has been the tools they have available. So why would you choose one audience type over another? 

Here are some key reasons: 

Panel audience research is great when you need:

• A fast turnaround
• Access to new consumers in new markets
• To make fewer asks of your customers
• Insights without customer bias 

Tap into your own audience database when you need:

• Input from your most loyal customer groups
• To manage research costs
• Feedback on an existing offering or experience
• To reach a niche audience that isn’t possible with panel

Include both audiences in your research, either concurrently or over time, when you need:

• Insights for high profile, strategic decisions
• A whole view of the market 
• To clarify learnings from an earlier survey
• Identify where the gaps are between your current and future customers  

How Hybrid research works

1. Choose who to include in your survey – just panel audiences, your own audience or both together.
2. Design custom research to meet your needs – whether you want to survey your customers across multiple markets or run monadic studies, the whole Attest platform works for all audience types. Our research team is always on hand to advise on research design. 
3. We have the essentials for own-audience surveys covered – add your logo, track responses with respondent IDs, and share the survey link wherever you communicate with your customers.
4. In-depth insights and instant analysis – Attest’s AI and data storytelling tools make it incredibly easy to find key insights in your data, no matter who your audience is. For a deeper look at your customers, import your bespoke demographic data so you can create segments and split your data to suit your internal customer understanding. 
5. Compare your customers and future consumers side by side – Best of all, you can instantly see how your own audience and panel respondents compare using crosstabs and automated statistical significance. There’s no need to wonder if your new campaign or brand is resonating across the board, when you can easily visualise it.