Vision Critical -- A great resource for any market research department
March 11, 2014
Vision Critical -- A great resource for any market research department

Score 9 out of 10
Vetted Review
Verified User
Overall Satisfaction
We use Vision Critical's Sparq platform across the organization to manage a consumer insights community and survey our viewers about a variety of topics (programming, marketing, advertising, etc.) We also use it for forum discussions to create deeper insights. The tool is managed by our corporate research team, but many other researchers have access to program surveys and reports for their own departments.
Pros
- Sparq is great as a single tool to manage relationships with some of our most avid fans. It allows us to survey them, send emails, and provide information about how their feedback is being used.
- The survey programming platform has a little bit of a learning curve but is quite flexible and provides a good respondent experience.
- Vision Critical has greatly improved the reporting capabilities of the tool. It is quite easy to quickly generate custom cross-tab reports.
- The customer support, and the collaboration from our account team has been very good.
Cons
- I wish the product was more friendly to video surveys. It does support video, but there are restrictions on file size, and you can't maximize the size of the screen when watching a video.
- I wish the product was more customizable. We have taken several measures to make changes to customize the product for our specific needs. It has turned out well, but it hasn't always been a smooth process.
- I wish all of the reporting capabilities were rolled into one master reporting module. Within the tool, there are several different report areas. Each has its advantages, and like I said earlier, it is easy to generate quick reports. However, for more in-depth analysis, I sometimes want to use features from each of those report areas, and it would be very helpful if all the features I want were in one place.
- Our use of Vision Critical's software has allowed us to dramatically increase the amount of research that we do, at a much lower cost. Since there is no incremental cost for each survey we field, we can ask many questions we wouldn't have been able to otherwise.
- Our use of an insights community has also sped up the research process, allowing us to write, program, field and report on a survey within only a few days.
- Because of the two advantages listed above, we have been able to listen closer to our customers' opinions.
- Qualtrics,Vovici,SurveyMonkey
As described earlier in the review, I believe Vision Critical provides a fantastic survey tool. However, I think that some other tools are just as good for simply programming and deploying surveys. The thing that makes Vision Critical stand above the rest is the opportunity it provides for you to easily engage with the same customers on an ongoing basis and tie their responses together over time. I love that we can manage our insight community's home page, emails to panelists, surveys, reports, and much more all from the same tool.
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