A group of former advertising executives have come together to launch an internet-based consumer research service that promises to be fast and cheap.
The service, effcom.net, has been designed with pre-testing new ads and packaging designs in mind and promises to deliver a full survey to agencies within 48 hours.
It also allows for clients to have a much greater input into the design of questions used in the consumer questionnaires and far greater access to the findings.
Effcom.net will download creative work plus questionnaires onto consumers' PCs. The replies are then checked and posted on the site.
The service was developed by a former agency planner, Ron Whelan, who has worked at a number of leading agencies. It is backed by Rick Sheldon, the former chief executive of CIA International, and Geoff Howard-Spink, a founder of Lowe Howard-Spink, among others.
"There are three main benefits to this service. First, respondents can view creative work in their own homes under conditions they can control. Secondly, clients can have much more direct input into questionnaire design. And finally, this is a far quicker and cheaper method," said Whelan.