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AskingCanadians Case Study: SavvyMom Research Community

by Susan O'Neill.

The Situation

Canadian moms are always looking for opportunities to share their feedback to marketers and SavvyMom Media—which operates SavvyMom.ca, a website and e-mail newsletter focused on delivering parenting solutions to busy moms—felt it could help with a more cohesive community in Canada within which to do so.

The company, through its various publications, had channels by which moms could share their feedback informally, but SavvyMom wanted to create an environment to more formally glean insights from Canadian moms, while at the same time rewarding those moms who share their feedback with valuable rewards and contest opportunities.

The Solution

To help SavvyMom meet its business objectives, AskingCanadians™ partnered with the company to create a branded online panel community called the SavvyMom Research Community in AskingCanadians™.

SavvyMom had considered building its own community panel, but the cost was prohibitive. Creating the SavvyMom Research Community in AskingCanadians™ proved to be a cost-effective solution that provided the company with enhanced value.

This strategy provides SavvyMom with a best-of-breed research community where members have the opportunity to share their opinions and influence Canada’s top brands—all while earning rewards like HBC points, Aeroplan Miles and entries into draws to win great prizes.

Not only does AskingCanadians™ have the technical platform; it also has the privacy policies and the community management capabilities that allow SavvyMom to build its community efficiently and keep its members engaged in giving their opinions.

The Results

The partnership is providing SavvyMom with the means to gather feedback from members and gain a deeper understanding of its audience.

SavvyMom is using its research community to provide feedback on its various online publications, to ensure they continuously improve to meet the needs of Canadian moms, and as a forum that its advertising partners can access to gain insights into their products, services and marketing initiatives.

AskingCanadians™ understanding of the research market combined with SavvyMom’s access to the Canadian mom community is proving to be a powerful combination.