Ad hoc survey

An "ad hoc" survey is market research designed and implemented to address a company's specific and contingent information need. Unlike ongoing research (such as panels or tracking), which monitors a phenomenon over time, an ad hoc survey is a one-off initiative: it is created, launched, and closed once its intended objective has been achieved.

What is it for / why is it important

It helps obtain precise and in-depth answers to strategic questions that arise at a specific moment in the company's life. It's the ideal tool when a company is at a crossroads and needs fresh, targeted data to make the right decision. The importance of an ad hoc survey lies in its flexibility and specificity: the questionnaire, sample, and collection method are tailored to solve a unique problem, ensuring maximum relevance of the results.

When to use it / in what context is it useful

An ad hoc investigation is used in countless situations, including:

• Test a new concept: To evaluate the potential of a new product or service before investing in its development.

• Analyze a sales decline: to investigate the causes of poor performance and understand whether the problem is related to the product, price, communication, or competition.

• Setting the price of a product (Pricing Test): to identify the price range that the market is willing to accept.

• Choose a name or packaging (Name/Pack Test): to verify which option is more attractive and evocative for the target audience.

• Measuring brand awareness: After an advertising campaign, to understand how many people remember it and what they perceived of it.

Practical example

A sustainable fashion brand wants to launch a new line of vegan shoes, but is unsure whether to focus on "durability and resistance" or "elegance and cruelty-free design."

1. Objective: Understand which message is most persuasive for your target audience.

2. Tool: An ad hoc online survey is designed to be administered to a sample of consumers sensitive to sustainability issues.

3. Methodology: The sample was shown the same shoe, but half of the respondents were presented with the first message (A) and the other half with the second (B). The questionnaire measured purchase intention, price perception, and product appeal for both groups.

4. Result: The analysis shows that the message related to "elegance and cruelty-free design" generates a 30% higher purchase intent, despite justifying a slightly higher price. The company now has a clear basis on which to base its communications strategy.