Jennifer Seidel and Troy Starwalt of The 4A’s created The Jay Chiat Strategy Festival Urtak Poll to get feedback from 215 participants in the two-day Festival held in Miami, October 11-13, 2010.
The leaders and organizers at the 4A’s developed a fresh program for these prestigious awards and the annual gathering of strategic planners in 2010. The theme was “The future in practice.” Presentations and panels added perspective to the “transformation” of advertising and media practices, and award winners highlighted advances in multifaceted digital campaigns.
For more information on the program, participants, award winners, and presentations, go to Jay Chiat Strategy Festival Website
The 215 attendees were sent two emails with a link to the poll on urtak.com: one email two weeks after the Festival, and then a follow-up two weeks later.
Urtak is a new polling tool that differs from traditional hierarchical marketing research models. Participants can add questions, it’s stickier, and Urtak polls provide fresh insights on the questions a group cares about most. All Urtak poll questions are randomly fed and simply answered by choosing ‘yes, no, or don’t care.’ The group’s real time results are then revealed with each opinion posted.
The 4A’s initiated the poll with 24 questions, and 9 questions were added by the group. 48 people participated in the poll: 10 registered on the Urtak site and 38 answered questions without registering. Only registered participants can add questions. 23% of the responses came from registered users who averaged 13 responses. Unregistered users averaged 11 responses. Most questions had over 40 responses.
• All of the questions were ‘relevant.’
All 33 questions had ‘care’ ratings over 90% (i.e., answering ‘yes’ or ‘no’ vs.’don’t care.’). Only one question had less, with 79% caring to answer. Even so, 84% of the yes/no responses to this one question agreed that `”adding more international content will make (it) better.”
• The ‘most cared’ questions reflect overwhelming support and engagement.
• The ‘most agreed’ questions support the choice of content and venue. Participants agreed that international content and break out sessions will further strengthen the program.
• The ‘most divided’ questions reflected the diversity of participants in terms of entering the awards, presenting, experience, twittering, and new attendees (29%).
• More insights can be gained from cross-tabs of the questions. For example, 36% of participants answered ‘yes’ to the question “Did you enter the Jay Chiat Awards?” Cross-tabs reveal that participants who entered the awards were more likely to say ‘yes’ to the question “Did you learn anything new?” (93% vs. 86%)
And, participants who entered the awards were almost twice as likely to have less experience.
22% of attendees read the follow-up emails and participated in this Urtak poll. For a post event email solicitation to busy people, this seems quite good. These responses reflect strong support for the changes in the program, the venue, and the results. It looks like the 4A’s is moving in the right direction: to facilitate the “transformation” and support the growing importance of the role of planning in the “transformation” of advertising and media practices.
(Sample size is admittedly small. Nevertheless, participation and insights are indicative of the performance of larger and more robust Urtaks listed by size on the directory.)