Walmart and its research arm, Research Management Group, have announced the selection of AskingCanadians, a Delvinia company, to host Walmart Canada’s online research community.
AskingCanadians conducts anonymous online data collection and market research, and the partnership will ask Walmart Canada customers who have agreed to participate in market research to join the online community. Those who sign up for online panels will receive rewards, says Adam Froman, CEO, AskingCanadians, which the companies are in the early stages of determining. “It will really help us expand the reach of AskingCanadians in terms of representation in our panel,” he says.
Froman says consumers can be assured they won’t be specifically targeted based on their opinions, rather, the research will help Walmart better understand its overall customer base and develop programs accordingly, expanding on similar efforts Walmart has undertaken in the US.
“Data is becoming really important,” says Froman. “A lot of companies have been building their own research communities and spending money on building their own technologies. But what they’re finding is there is a lot of work to maintain an online customer research community. By bringing in AskingCanadians, there is less pressure.”
Photo credit: Walmart Canada, Flickr Creative Commons
