Case Study Anheuser-Busch Services Up Survey with a Twist New Approach to Annual Image Study Blends Computer Capabilities and Market Research Needs "We had to find a better way," says Stephen Mandel, Market Research Analyst for the Anheuser-Busch Company, "our imagery study is extremely important to our business and we needed to update our approach." This image study, conducted annually by Anheuser- Busch's beer products group, is used to track the overall structure of the U.S. beer market. The study also provides important information about the images of competitive beer products. Prior to the 1995 study, Anheuser-Busch conducted the image study using a mail questionnaire. This was an efficient and inexpensive method, but it also precluded the collection of highly detailed and highly customized information. For example, Anheuser-Busch needs detailed information on the market's reactions to many beer brands. To reduce the possibility of bias, study respondents should answer those questions only about brands for which they have some knowledge or "impression." Similarly, the ordering of brands in those questions should be randomized. But, this kind of complexity could not be accommodated in a paper-based, mail survey. As a result, Anheuser-Busch was limited in the depth and breadth of information they could obtain. "Our goal," Mandel says, "was to find an approach that would be easy and enjoyable for respondents. We were confident that we could get the quality and quantity of data we desired if we could make the interview experience more involving - more fun." In November 1995, a colleague showed Mandel an example of a lively and colorful computer-based questionnaire. The Windows-based survey was more than just attractive, its mouse interface made it easy to use. Mandel ended up working with Adaptive Technologies Group (ATG) of Cleveland, OH to develop a customized Windows-based questionnaire to meet their research needs. ATG is a partner with Sawtooth Technologies in the development of the Sensus products. The software used was a prototype version of Sensus Q&A, Sawtooth Technologies' computer interviewing product. The resulting computer-based, Windows-driven questionnaire was easy for respondents to complete. No typing was required; the respondents just manipulated a mouse to move sliders, check boxes, and select numbers. The survey moved beyond the traditional question-response format and let respondents move graphic elements and build graphs. "We designed the interview to be interactive with respondents," Mandel reports, "it's no wonder, then, they said it was a really enjoyable experience." Even respondents who were inexperienced with computers had no trouble participating in the survey. Mandel says that it was an esteem-building experience for many respondents, "Those who were computer novices - including senior citizens - felt good about themselves after they completed the survey." He was also impressed that, in a study with 3500 respondents spread over 38 locations, only one respondent refused to do the study because using a computer seemed too challenging. Because the Windows-based questionnaire was so attractive and so easy to use, Anheuser-Busch discovered that they could increase interview length to get both more data and more sophisticated data. Even with a questionnaire running 45-50 minutes in length, respondents reported that the survey experience was "fun" and "interesting." Mandel is pleased that respondents enjoyed the experience, but points out something that is more important to him as a researcher: respondents displayed a great deal of intensity and thoughtfulness in completing the interview. "We are very enthusiastic about this approach to conducting surveys," says Mandel, "it's a great blending of computer capabilities and market research needs. We could never get information this complex and this quickly without a computer." Mandel's boss, Jeff Lawson, is Director of Marketing Planning and Research for Anheuser-Busch. With ultimate responsibility for the annual imagery study, Lawson's acceptance of the computer-based questionnaire is crucial. "The beer business is in a period of rapid change," says Lawson, "with many new products. Consumers are much more aware of different beer varieties and flavors and this type of software lets us measure the subtle differences that consumers perceive between beer brands." Back to Sawtooth News Index