Consumer intelligence platform Toluna, together with survey provider KuRunData, has significantly expanded its respondent reach through the adoption of WeChat Mobile Survey Applet.
Initially launched in July-2018, the market adoption of the applet has increased respondent reach by approximately 60% year over year. With the expansion of the WeChat applet, KuRunData has the largest, most well-profiled online and mobile panel in the region, with more than five million registered members in China.
More than just a social network, WeChat facilitates daily work for its over one billion daily users. The app is the most downloaded application in China and plays a part of the public’s everyday life as users access a full suite of services, from social media and mobile payment capabilities within the platform.
“The survey capabilities we have through now via the WeChat App not only increase our survey respondent reach, but also help to expedite survey completion, and we can deliver more immediate global insights to clients. We’ve seen mass adoption from global clients like Unilever, and Chinese brands like Tencent, in a very short period of time,” said Ludovic Milet, Managing Director, Toluna Asia Pacific. “WeChat users view the experience as an innovative and unique way to provide feedback to brands.”
“We’ve built our business to ensure the relevance of survey research with consumers,” says Mr. Pan Hao, General Manager, KuRunData. “we plan to continue to evolve the experience and innovate as WeChat evolves it’s platform, and continue to deliver on-demand access to consumer insights to our clients.”