As CMO of Club Med Americas, Mark Wiser faced some struggles with finding research vendors that would give him insights into the more nuanced and textured questions he had. Mark fell into research organically and ultimately transitioned into it professionally, founding Wiser Insights Group, LLC in 2006, a full-service consultancy, specializing in helping clients gain actionable insights into their business.
His partner Lori came from an ad agency background and coupled with an anthropology degree, has spent a lot of time in the field doing qualitative work. She undertakes the ethnography which gets blended into the client engagement work, giving people the most accurate view of what is going on.
Challenge
A recent project for Wiser Insights Group was for an EV client. They required 1,000 completes of current EV drivers, but the panel provider they engaged told them they could only achieve 80 completes at the most.
Solution
When Mark reached out to the Cint team, their response was, “No problem!” and he was informed of the exact way that Cint were going to source the data through a combination of people already pre-profiled as EV drivers as well as another subset that would ensure a seamless delivery of the completes required.
As a result of that project, Wiser carried out subsequent EV projects and the rest, as they say, is history..
Benefits
1. Responsiveness
The responsiveness of the Cint team has been the most valued aspect for Mark. If they have a question about a new project, the Cint team gets back within a few hours. When projects inevitably spill over into a weekend or holiday, there is always a level of professional coverage to ensure the Wiser Insights Group team isn’t left waiting on someone to return to the office.
“Our business moves very quickly, and our clients call us when they need answers to questions quickly, so having a partner like Cint that is responsive like that is invaluable for my practice.”
2. Human element
Mark also views the genuine people as one of the main perks of working with Cint.
“One of the things that I appreciate with Cint is that the company, and this is specifically the people, are really, really easy to work with and sort of adapt how they work with us based on how my business flows.”
“I’ve dealt with prior companies where they always made me feel like they were trying to sell me additional sample. And the people I deal with at Cint are actually genuine human beings who I like to work with and who I feel are there to help but not infringe.”
3. Quality
Before working with Cint, Mark dealt with many survey results that simply did not add up and were ultimately found to have an abundance of fraud. At Cint, the issue is promptly and professionally managed, and the levels of fraud are much lower than other panel providers they have partnered with in the past.
“I’ve been very impressed with the fraud controls that the software has, which I cannot count on at a many other research vendors. So I have the confidence working with Cint, that the surveys are being completed honestly and accurately by real living, breathing people.”
Mark continues: “Unfortunately, where there’s money to be made, there are going to be fraudsters trying to make it, and online sampling has been a big place where fraud has crept up for a variety of reasons, both people-related and technical-related.”
“I know that Cint will continue to improve their systems over time because the fraudsters are going to get better and different over time too.”
Results
Today, Cint is the only panel company that Wiser Insights Group works with, in most part due to the high-quality results, access to scale and fair cost as well as the trust established over the years of not having to worry that their panel vendor would ever under-deliver on their project requirements, however niche.
