Ray Fischer, a pioneer and innovator in the online qualitative research space, was recently named CEO of Aha! The DIY Platform for Online Qualitative Research. In his roles in brand marketing at RealityCheck Consulting, Influence, and Pepsico, Fischer experienced the impact of technology on consumer and marketing research first hand. Working with his partners Jim Chastain and Jim White, Fischer and a team of technology experts developed and launched the Living Diary® online consumer research tool in 2007. The next-generation Aha! platform represents seven years of technical evolution resulting in dynamic respondent activities and enhanced analytic tools to deliver deeper, richer insights. Brands, marketing research companies, consultants, and marketing agencies can easily create engaging consumer or B2B studies on their own to get closer to the emotional relationship between consumers and the products they buy.
“We have opportunistically leveraged the international convergence of high-speed Internet and mobile device penetration with social media acceptance to push the connection of marketers to their customers at a whole new level,” said Fischer. “This convergence led us to develop cutting edge activities and features on the platform and on our mobile app, allowing consumers to express themselves in ways we couldn’t have imagined even 2-3 years ago.”
The mobile-ready and social-friendly Aha! research tool features a comprehensive suite of highly intuitive and interactive activities, such as storytelling and collage building. Community tools include pinboards, wishing walls and bulletin boards, and the drag and drop technology makes it simple to set up studies quickly. Support includes hands-on training, marketing research best practices, study design, and respondent management techniques and dashboard navigation makes it easy for researchers, respondents, recruiters and client observers to engage and track results in real time.
Fischer added, “The DIY capability allows more marketers and researchers to gain access to these emotions and buyer behaviors in an expedited and more cost-effective way.”
Clients can white label the platform for a custom or branded look and feel.