Confirmit Horizons rebrands My MTV research panel

Confirmit Horizons has been selected by Viacom Brand Solutions International, a division of MTV Networks International, to support the rebranding of the My MTV consumer research panel.

Confirmit Horizons is an on-demand, multi-mode platform for customer feedback, employee feedback and market research.

The creation of a new interactive survey for My MTV is expected to enhance the user experience and survey completion rates for 4,200 unique MTV panellists.

This is aimed at improving the quality of insight gathered about young people for MTV Networks International advertisers and media agencies, who want to get a better understanding of youth culture across Europe.

The ability to create a bespoke survey template that is more engaging than a series of tick-boxes was one of the main reasons for the selection of Confirmit, as was speed of development.

The first survey to use Confirmit focused on music and was sent to panellists following an implementation period of six weeks, which also included some re-branding.

Lisa Cowie, insight manager at Viacom Brand Solutions International, said: 'Communication to youth won't resonate unless it is interactive, intuitive and exciting.

'My MTV must respond to this trend by improving the way we talk to our audience.

'In order to attract and retain panellists, we need to make their experience with us a stimulating one.

'We wanted to enhance the look and feel of our e-mail and surveys to avoid research fatigue,' she added.

The survey template can be adapted for specific research purposes quickly and easily, allowing Viacom Brand Solutions International the ability to create a survey and gather insight within a week, on any subject, to enhance and develop its understanding of youth culture or about a category, product or service on behalf of its clients.

Confirmit combines functionality with a user-friendly interface, enabling surveys to be developed with little or no programming knowledge or specialist training.

Users can 'pick and choose' the functions or question types that they need for each survey and feed the resulting data into other business applications with ease.

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