Market Research News: Aha! Releases Dynamic Canvas® for Online Qualitative Research Platform
Ray Fischer, CEO of Aha!, announced the release of Dynamic Canvas™ as part of the online qualitative technology platform’s comprehensive suite of market research tools. Dynamic Canvas is a multi-faceted projective tool that allows insight strategists and researchers to create an infinite number of customized visual exercises for consumer and B2B research studies. These exercises include perceptual and brand mapping, concept testing, buyer journey decision/path-to-purchase, as well as free-form strategic image and text-related exercises.
‘In collaboration with our clients, we’ve truly created a world-class tool that goes beyond the basic collage tools in the marketplace today,” said Ray Fischer, CEO of Aha! “Dynamic Canvas is a real leap forward driven by both technology and a human touch.”
Fischer points out that with the addition of Dynamic Canvas, researchers now have more freedom to create a myriad of approaches to virtually any qualitative task.
For Buyer Journey Mapping/Path-to-Purchase exercises, Dynamic Canvas can be customized to display any visual journey a brand may want to depict by simply creating a background they design and uploading it to the platform for respondents to interact with. This highly malleable tool allows respondents to add text, images, and manipulate stimulus, giving insight strategists a highly visual depiction of the steps, actions and emotions associated with virtually any purchase decision or buyer journey. The feature also includes mobile tools that tie into this component and allow respondents to essentially create a visual diary of their steps to a decision.
The Compare/Contrast options are often used for sorting exercises with an added visual flair. By uploading these custom backgrounds and designs, respondents can manipulate images and text to the fields that have been created. Depending upon the design of the activity, a composite export can summarize the thoughts and actions of small or large groups of respondents. The tool is often integrated via an API into larger scale quantitative studies on other technology platforms.
Dynamic Canvas also gives insight strategists, ad agencies and brand teams the ability to present ads, storyboards, web content and design concepts. Respondents can use a pre-selected array of markup/drawing tools to share their thoughts and feelings about almost any type of testable concept.
The Perceptual and Brand Mapping feature allows respondents to place brands or benefit statements/attributes on traditional X and Y axis continuums to share how they feel relative to 4 variables. This makes it easy for respondents to share their feelings, and the resulting composite map makes it efficient for researchers to analyze by segment and total with the average placement positioning by brand or attribute. Using Open Ends as a follow up enables research analysts to go many layers deeper into the “why’s”.
Fischer added, “We are continually listening to and acting upon the needs of our user community going well beyond saying ‘no we don’t do that’ by looking for ways to commercialize great ideas. The Dynamic Canvas is another innovation inspired by our mutual curiosities, furthering our partnership approach with our clients.”
To learn more about Aha!, contact Ray Fischer at 810-500-9440 or firstname.lastname@example.org
Aha! is an online qual research platform designed to give clients, research companies, consultants, and brand marketing agencies the strategic tools to easily create and deploy consumer and B2B research studies.
Aha’s comprehensive suite of interactive activities and methods include: Storytelling, image + text collage, innovative video upload tools, webcam integration, concept testing methods, home use test templates, mobile app for in-the-moment occasions, perceptual mapping, social/community activities, quant tools, and robust analytics.
The Aha! team also provides online qualitative market research services such as study design, project management, respondent recruiting, analytic consulting, plus hands-on training and tech support.