Hotspex Inc.
Field Market Research at Toronto Pearson Airport (May/08-present)
Tigris has been supplying field market research interviewers to Canada’s top market research firm for over 6 years, many of which take place at – and for – the country’s biggest airport.
The scope of each study is detailed below and followed by results:
~ Link Train Study at Toronto Pearson Airport Aug/13 (12 market researchers per day spanning 4 days)
~ Car Clinic Study for undisclosed manufacturer in Calgary & Toronto Apr-May/13 (10 MR’s study in 2 days/city)
~ Brand Perceptions Study at Toronto Pearson Airport (12 interviewers/day x 8 days)
~ 2 Car Clinic Studies for undisclosed manufacturer in 3 cities Mar & Aug 2012 (12 interviewers/city over 2 days/ea)
~ March Break Impact Study at Toronto Pearson Airport Mar/13 (4 interviewers x 4 days)
~ Customer Satisfaction Study in Nov/11 (80 interviewers booked to cover 52 positions/day x 6 days)
~ Curbside Observation in Aug/11 (80 interviewers booked to cover 56 positions/day x 4 days)
~ Groundside Interview Study in July & Sept/11 (40 interviewers booked to cover 24-28 positions/day x 5-10 days)
~ 3 studies for Carlsberg from May-Sept/11 (6-8 interviewers booked to cover variable shifts month to month)
~ GARDA Security Study in Feb/11 (6 interviewers booked to cover 4 positions/day x 4 days)
~ Employee Interview Study Jan/11 (8 interviewers booked to cover 4 positions/day x 4 days)
~ Brand Perceptions Study in Jul/09 and Oct/111 (16 interviewers booked to cover 12 positions/day x 5 days)
~ Your Voice at Pearson May from 2008 to 2011 (36 interviewers booked to cover 26 positions/day x 14 days/year)
Tigris deliverables included:
– recruit, schedule and train teams ranging from in size from 4 to 80+ staff for programs running 4 to 14 days
– obtaining and submitting police checks and identification for all scheduled market research interviewers
– collect logistical and relevant information from the client to create a training package for the team
– coordinate an onsite training to review the campaign objectives and logistics
– onsite management of the interviewers including monitoring/communicating targets to the team
– collect feedback forms from all interviewers to condense into a weekly reports including results & photos
– distribute timely payroll & incentives for all staff
Objectives: recruit a team of market research interviewers who are friendly & most importantly, professional to engage travellers at Toronto Pearson and entice them to participate in a survey using netbooks or ipads, in exchange for a gift card valued at $2-$10/ea. The level of engagement and efficiency were paramount to the success of the program.
RESULTS: Tigris has met their goals on all but 2 studies over the past 4 years. The two instances when the goals were not met were attributed to widespread technical issues in May/11 and challenges of executing a study pre vs. post-security in Jul/11. The results for the studies above are detailed below:
– 6,000 surveys for the Customer Satisfaction study in November 2011 (exceeded quota by 1,500)
– 2000 for the Brand Perceptions study in October 2011 (on par with quota)
– 5,000 surveys captured in September 2011 (on par with quota)
– 31,000 observations recorded in the Curbside Observation in August 2011
– 13,000 completed surveys in July 2011 (2,000 short of the 15,000 goal)
– close to 9,500 surveys in the May 2011 study (1,500 short of the 11,000 goal)
– a smaller sample of 1, 200 in 2010 (exceeded quota by 200 surveys)
– close to 6, 000 surveys in the 2009 study (exceeded quota by 1,000 surveys)
– 4, 600 surveys in the 2008 study (exceeded quota by 600 surveys)
