Case Studies

GLENBOW MUSEUM: “MAVERICKS” EXIT SURVEY, AUGUST 2007
From the Glenbow Museum website: “Mavericks presents the story of Southern Alberta in a dynamic and compelling way. Unlike a traditional history exhibition that lists dates, names, and events, Glenbow will provide visitors with an experience of what it means to be Albertan. The dynamic gallery tells our province's history through the stories of 48 mavericks – adventurous, hard-working and spirited men and women.”

“Mavericks” is a permanent exhibit that opened in Spring 2007. To assess how patrons felt about it, the Glenbow Museum retained Leger Marketing, who in turn partnered with ZINC Research to conduct an exit survey. ZINC generated over 400 completes of an eight (8) minute survey over a two-week period using only three (3) interviewers. Using a strategic deployment of the interview team, the target was achieved over a typically slow period in visitor traffic.

Of note, the survey data were uploaded via the Internet after each survey period and clients were provided with a top-line report on a regular basis. Leger Marketing received a clean and complete dataset in SPSS format the day after the fieldwork ended and was able to quickly complete the analysis and report for the client.

UNITED FARMERS OF ALBERTA: CARDLOCK INTERCEPT, JULY 2007
The United Farmers of Alberta (UFA) was looking to improve services for its cardlock holders (bulk gas accounts). This product had been quickly conceived and initiated. To gain insights on its acceptance, the UFA organized an integrated research program that included a critical onsite survey.

Working with the Environics Research Group, ZINC Research conducted over 890 interviews (12 minutes duration), including 517 extended surveys with business owners/key decision-makers, and delivered almost 100 qualified potential participants for focus groups. This research was conducted over four days at 13 locations using seven ZINC-trained survey teams equipped with PDAs and the industry-leading Entryware™ solution. Data from the units were uploaded daily to allow us to monitor quota targets.

The ZINC onsite team met and exceeded quotas on this undertaking that had a tight timeframe and complex logistics. The challenge for this assignment was that UFA’s customers (business owners/key decision makers) had to be intercepted at the filling stations, which meant that there was only a small window of opportunity to conduct an interview. Furthermore, all station managers had to be engaged to support the survey process and oversee the safety of our interview team.

CALGARY EXHIBITION AND STAMPEDE: AGRICULTURAL PROGRAM EVALUATION, JULY 2007
The agriculture program is a critical component of the Calgary Exhibition & Stampede (CES) organization. The agricultural program comprises a host of events and exhibits, and occupies prime real estate during the annual ten-day event. For this iteration of the annual event, with a limited budget, the CES was seeking a comprehensive evaluation of six key agricultural programs. [Brian: list the 6 programs]

ZINC Research’s 15-person evaluation interview team was strategically deployed to complete 550 surveys and to recruit over 200 visitors as potential participants for follow-up focus groups. Notably, most of these events were short, lasted three days, and had very limited opportunities for intercepting attendees. Data from the units were uploaded daily to allow us to monitor survey targets for each event. Furthermore, the client received an online link to review the accumulated findings and the progress of the interview team on a daily basis.

Click here to see our team in action at the 2009 Calgary Stampede: 
http://www.zincresearch.com/modules/news/newsitem.php?ItemId=20


UNITED FARMERS OF ALBERTA: CARDLOCK INTERCEPT, JULY 2007
The United Farmers of Alberta (UFA) was looking to improve services for its cardlock holders (bulk gas accounts). This product had been quickly conceived and initiated. To gain insights on its acceptance, the UFA organized an integrated research program that included a critical onsite survey.

Working with the Environics Research Group, ZINC Research conducted over 890 interviews (12 minutes duration), including 517 extended surveys with business owners/key decision-makers, and delivered almost 100 qualified potential participants for focus groups. This research was conducted over four days at 13 locations using seven ZINC-trained survey teams equipped with PDAs and the industry-leading Entryware™ solution. Data from the units were uploaded daily to allow us to monitor quota targets.

The ZINC onsite team met and exceeded quotas on this undertaking that had a tight timeframe and complex logistics. The challenge for this assignment was that UFA’s customers (business owners/key decision makers) had to be intercepted at the filling stations, which meant that there was only a small window of opportunity to conduct an interview. Furthermore, all station managers had to be engaged to support the survey process and oversee the safety of our interview team.