When global PR consultancy, GolinHarris, needed to keep abreast of trends in multiple fast-moving markets, Toluna QuickSurveys had the answers…

1. GolinHarris case study
HOW GOLINHARRIS MADE THE TRENDS ITS FRIENDS
When global PR consultancy, GolinHarris, needed to keep abreast of trends in multiple
fast-moving markets, Toluna QuickSurveys had the answers…
The Background
A diverse portfolio of clients
For GolinHarris, staying abreast of market trends has always been business-critical. A global
PR agency with a diverse portfolio of clients, it is depended upon to understand, and give
strategic guidance on, the many challenges facing different businesses from a multitude of
different sectors.
The Challenge
Understanding multiple markets in an accelerating world
With markets are moving at an ever-increasing rate, GolinHarris – and indeed all such
agencies – were becoming challenged to predict trends in the months and years ahead.
Moreover, the ideas that GolinHarris presented to its clients often required solid supporting
evidence – particularly when the client came from a different perspective.
Meanwhile, clients everywhere had come to expect better preparation, better answers and
better results from their agency partners. Clients expected….and GolinHarris had to deliver.
The Objective
A cost-effective way to stay ahead of events
What GolinHarris needed was a solution that would enable the agency to stay ahead of
events. It needed the ability to test different ideas and develop convincing data before
developing full-blown studies for its clients. This it had to do cost effectively and, most
importantly, quickly.
The Solution
Real insights in real time
GolinHarris soon discovered the answer: Toluna QuickSurveys. Not only was this DIY survey
tool packed with advanced capabilities yet extremely easy-to-use, it was directly linked to
the Toluna Community: some 4 million heavily profiled, highly engaged respondents in 34
markets – ready and waiting to respond to questions.
Most importantly for GolinHarris, data from the Toluna Community was available within
hours – this as opposed to the months associated with a traditional market research survey.
Toluna UK Ltd. 8 Walpole Court London UK W5 5ED
www.tolunaquick.com

2. Also, thanks to the community’s heavy profiling, results could be viewed by all key
demographics.
In essence, the data from the Toluna Community provided GolinHarris with a clear picture of
real-time trends across multiple markets.
The Results
A ‘must-have’ tool for every client engagement
For GolinHarris, Toluna QuickSurveys has now evolved into a must-have tool for virtually
every client engagement – from business development and message-testing to
measurement and metrics – both within the US and internationally.
The Client’s Verdict
Feedback from Mark Rozeen, EVP, Insights & Innovations, GolinHarris
Mark Rozeen, GolinHarris’s EVP of Insights & Innovations, gave his feedback on Toluna
QuickSurveys…
Client acquisition & retention: “To put it simply, our clients have been impressed. For
example, when pitching to a language learning software company, we decided to run a quick
exploratory survey targeting 750 respondents in the US – with results returned in less than
10 hours. During the pitch, we demonstrated to the client that we already had a good
picture of their customer base and, more importantly, the market’s opinion of their
software. All of this was backed up by percentages and graphs and we could even show
them the results by sex and age. The client was really impressed that we could cut directly to
the main topic.”
A real consumer community for ‘crowd-sourcing’ ideas: “We’ve also used QuickSurveys to
pre-test and source ideas. We can add videos and images to survey questions to test the
most effective advertising ideas or PR concepts before they’re developed into something
more substantial. Obviously this saves us a lot of time and trouble. Ultimately, we can sense-
check our ideas before we present them to clients or build a more complicated customer
survey.”
A must-have for further research projects: “We usually undertake custom research for our
clients, but we’ve become so reliant on QuickSurveys that it’s become a ‘must-have’ tool for
research projects. A full-blown custom research study may take a few months, Omnibus at
least a week, but QuickSurveys takes only a few hours – whenever you want it.”
Substantial cost-savings: “We always see the cost before launching a QuickSurvey survey, so
we can change the number of questions and the number of respondents accordingly. Also by
pre-testing concepts and ideas first, we’ve potentially saved tens of thousands of dollars.”
***
Toluna UK Ltd. 8 Walpole Court London UK W5 5ED
www.tolunaquick.com

3. More About GolinHarris
GolinHarris is a leading public relations firm built on 50 years of commitment to its clients, its
values and its employees. Its professionals in 34 offices around the globe build long-term
partnerships based on mutual trust. Bold thinking and flawless execution produce
meaningful results for client partners. GolinHarris offers a distinctive combination of global
resources and world-class expertise—with tailored approaches and personal, focused
attention.
Visit www.golinharris.com
Toluna UK Ltd. 8 Walpole Court London UK W5 5ED
www.tolunaquick.com