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We sure think so. Most callout research
companies are running at or above maximum capacity. And it's
not getting any easier to connect with respondents on the
phone. Many stations' research is suffering as a result.
Quotas are being missed, cycles are being stretched out,
in-tab interview numbers are shrinking, and costs are growing.
The level of frustration we've felt from out-of-house clients
has created tremendous demand for our ComQuest Callout system
in the past 14+ years, and will also drive demand for stations
searching for more reasonable out-of-house options in the
years ahead.
First, as designers and developers of the
ComQuest Callout system, our software has been used by more
stations to complete more music research than any other
product in history. At last count, more than 99 million song
scores had been collected by well over 100 radio stations
around the world. We know what works and have based our
technology on experience. The efficiency of the ComQuest
system is second to none, and helps us build a quality sample
to your demo, gender, geographic and radio listening specs
each and every test cycle. We invented concepts such as
digital hook storage (consistent audio quality for all
respondents), random rotation of the song hooks (eliminating
order bias) and speech recognition (increasing complete rates
for respondents on cordless and cellular phones). We are
bringing these innovations and a few new ones to the
Out-Of-House callout arena, including: e-mail test
distribution, real-time results, multi-tier testing and D.N.A.
(random number dialing).
Second, and just as important, we provide you
with complete unrestricted web access to all aspects of the
music testing process. That means that you have access to the
respondent database (who took your test with full
demo/gender/ethnicity/preferred/cumer criteria and how often
they took it). We give you full access to the data that goes
into your results.
All respondents for your station's weekly
callout research are recruited by live telephone interviewers
from our San Diego call center. Once recruited, respondents
can then opt to complete the song survey (scoring song clips
and perceptual questions) at their leisure online. This
increases the complete rate, especially for stations trying to
connect with younger, more mobile and computer-savvy
listeners.
Typically research companies give program
directors a snapshot of data results at regular intervals,
such as weekly or bi-weekly. With ComQuest Callout, you have
access to all your data, in real-time, 24/7. This means the
freshest, most recent results from your respondents will
always be at your fingertips. You can also tweak and tune test
parameters, such as station partisanship, demos, genders and
ethnicity in real-time. ComQuest even lets you add new songs
and perceptual questions for feedback (or delete old ones you
no longer want to test). Data is collected with the very next
phone call placed!
You connect to our intranet through a 56-bit
encrypted thin-client application that runs on your Windows
computer. It's just as though you were sitting in our call
center in San Diego. As each new complete comes in, and the
incidence changes, you'll see it real-time on your computer
screen, and can immediately access the results.
Multi-tier testing is unique to ComQuest. We can
configure our software to recruit and test up to five
different radio stations in your market, all at the same time!
You'll see a real bottom-line benefit in the enormous
efficiency gains that are realized when you test two, three,
four or even five stations at the same time. Each station can
(and should) have different quota specs and test different
songs.
That's a buzzword we chose for a software
product that Detects Numbers Automatically. Most research
companies use what are called compiled lists of respondents.
These are names and phone numbers purchased from list brokers.
This helps them increase their efficiency and make more money
on your callout project. Unfortunately, these lists do not
include people who have moved in the last 1-12 months
(depending on when your last phone book came out) or those who
are unlisted. They do include a lot of people who are called
by every other telemarketing and research company across the
country, so the research company ends up building panels of
"professional" research test-takers to score your song
clips.
At ComQuest, our D.N.A. software dials thousands
of randomly-generated phone numbers an hour, and can
automatically detect which are answered by a live human, and
which result in a busy signal, answering machine, disconnect
intercept, fax or cellular. The "good" numbers are then later
hard-dialed by live interviewers. While some will be business
numbers (which are then terminated), most are not. This
process greatly improves the potential to include people who
are not on any of the traditional compiled lists, and provides
you with a more accurate cross-section of your market.
ComQuest’s pricing is quite competitive. We own
the software, hardware and infrastructure, from serving over
180 clients around the world in the last 14+ years. While we
don't pretend to be the "low price leader," we think you'll be
quite pleased with our winning combination of high efficiency,
modest pricing and no-excuses approach with your station's
callout research.
Generally, two to three weeks. ComQuest tests
initial configuration of your screener, quotas, songs and
perceptual questions and builds a bank of verified phone
numbers to call (see DNA, above). Everything we do is
customized to suit each radio station, so there is no
one-size-fits-all "research-in-a-box" solution to designing a
callout project that will help you win in your market.
Currently, the first charter clients we work
with enjoy market exclusivity for the duration of our
association. This is quite similar to what we offered charter
users of our ComQuest Callout In-House systems. Eventually,
this offer will be taken off the table, so join forces with
ComQuest early to lock-in your market now before a competitor
does!
Yes, we will be glad to submit a confidential
proposal to you. First, give us some basic information about
your station and the parameters of your callout research on
the ComQuest Bid Form For Callout.
Simply fax it to us at 619-659-3800 or email
Garry Mitchell
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