What is an Askvert?
“Askvert” is a proprietary term (and registered trademark) used by 1Q to describe a question, survey or other elicitation through the 1Q system. Within the 1Q platform, Askverts are a digitally distributed consumer survey comprising 1 or more survey questions sent to a target audience.
1Q provides a wide variety of questions and response types. This significant range of available options is intended to give users as much flexibility and accuracy as possible in getting precise, thorough answers to Askverts. The ability to use media in Askvert questions and responses makes 1Q invaluable for truly understanding the consumer environment in real time. The immediate, detailed Askvert responses provide a clearer, fuller picture than traditional market research of how consumers actually perceive and experience brands. To see how other top brands have used these capabilities, see the Use Cases and Examples section on page 14.
Askvert Question Types
Below is an exhaustive list of the available types of questions that can be used in an Askvert, including detailed descriptions of each format and explanations of how they are typically used.
Multiple Choice - Single Answer
Respondents are able to select only one option from a list of predefined answers. This type of question is used with a fixed number of options.
Multiple Choice - Multi-Answer
Respondents are able to select one or more answers from a list of predefined options.
These questions require respondents to type their answer into a comment box, and do not provide specific pre-set answer options. The results of these questions are summarized in a word cloud; full responses are available in an Excel download.
Target your customers with a tailored offer, coupon, or promo code to measure interest and response rate.
Allow respondents to rank answer options from a predefined list of choices.
Enhanced Net Promoter Score
Allow respondents to rank how likely they are to recommend your company, brand, and/or product.
Allow participants to respond with a picture from their phone (e.g. a product they own, or a product on a shelf in a retail store).
The respondent selects a single rating for your question along with an equally spaced continuum of defined questions.
Grid Question - Single Select
Requires respondents to select a single response for each item in a list. Commonly used to compare several items against each other.
Image Comparison - Single Answer
Use this question to compare two or more images.
Image Comparison - Multi-Answer
Use this question to compare two or more images. Respondents can select more than one image as a response.
Askverts are sent through 1Q’s proprietary mobile application. When respondents initially sign-up to become a 1Q member they are required to download the application. Respondents can opt to receive Askvert questions in 1 of 2 formats. Both formats allow users to apply any question format or length in an Askvert, though it is strongly encouraged to consider best practices regarding question lengths, etc. For more information on general best practices, see page 15.
1Q is proud to offer multiple options for respondent participation in consumer surveys. Some respondents prefer to answer Askvert questions via text message rather than directly through the mobile application. This option is convenient for survey respondents that would prefer to avoid using data or don’t have a wireless Internet connection available when needed. In SMS surveys, respondents text back their replies to each question, which means they are not able to receive all types of questions. Some question types and features do require respondents to answer via the mobile app due to functionality required by the question.
Many respondents use the 1Q app on their mobile device to directly answer Askvert questions. The mobile app provides a simple and seamless experience for responding to all question types, including those that require uploading images. The mobile app is also where all participants can receive notifications when new Askverts are available and manage their profiles, including changing or updating account information that might affect the type or frequency of available Askverts.
Common Askverts Use Cases and Examples
Target consumers with a specific and trackable promotional offer to measure the response. This approach allows marketers to truly understand the copy, branding and overall offer types that resonate with consumers.
Specific consumer groups can be surveyed about their opinion regarding any type of competitive comparisons. Askverts are commonly used to help gain critical understanding into overall brand awareness, brand preference, retail presence, This information is used to make significant marketing investments, guide product development decisions, or conduct strategic planning. Because respondents don’t know which company is asking for information, the answers are truly unbiased.
Brand and Creative Insights
1Q is the ideal platform for gaining key brand and creative insights. Askverts are an easy way to monitor overall brand reputation and test crucial assumptions about creative direction for advertisements, product packaging and other customer facing assets. The ability to include photos, videos and audio files in Askverts allows users to test a wide range of media.
Targeted consumer sets can be surveyed to understand current sentiment about a particular product or a new concept form one brand or a suite of competitors. This information helps inform product development by identifying gaps, preferences and trends.
Public Opinion Research
1Q gathers a large set of unique demographic information for all respondents, including political leaning, religious affiliation, and voter registration status. These demographic identifiers provide numerous ways to conduct public opinion polling on a variety of subjects (e.g. political research, research studies, etc.). 1Q’s proprietary National Polling capability will automatically determine a nationally representative set of respondents based on current census data.
Brand Success Stories
PepsiCo is the largest food and beverage business in North America based on net revenue. The company has products distributed in more than 200 countries with annual revenues of $43.3 billion (with 22 of PepsiCo’s brands each generating more than $1 billion).
The cost of one Superbowl ad is estimated at more than $5MM. Given the hefty $10MM investment that Frito Lay was making in Cheetos and Doritos 2020 Superbowl advertising (in addition the commercial production investment), Frito Lay had to be sure that their the communication of these ads was entertaining, relevant and meaningful.
Multiple versions of each ad were tested on the 1Q platform to optimize the overall communication: different package shots, type font, vignettes/jokes, music, etc. As a result, Cheetos and Doritos were the highest scoring Superbowl food product ads in 2020.
Conair is a privately held American company that sells small appliances, personal care products and health and beauty products.
Conair was looking to expand their hair care accessory business in Dollar Stores and had a variety of new product concepts they were considering.
Conair worked with 1Q to identify shoppers that purchased hair care accessories at Dollar General. A variety of different product concepts were shared with these specific Dollar General shoppers to obtain their feedback on the most appealing ideas. In a subsequent sales meeting with the Dollar General hair accessory buyer, the product concepts were presented along with the purchase interest scores among their consumers which led to an overwhelming acceptance and sell-in for these new products.