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Leo Burnett
Worldwide Inc. is a well-established international advertising
company. It operates a global network of over 282 operating units
across 82 markets, including 94 full-service advertising agencies
and a variety of specialty marketing services including direct,
database and interactive marketing, sales promotion and public
relations. Leo Burnett currently handles seven of the world's 25
most valuable global brands as ranked by Interbrand: McDonald's,
Coca-Cola, Walt Disney, Marlboro, Kellogg, Tampax and Nintendo. It
also handles 22 other brands in the top 100. (Source:
Leo Burnett web site)
Every year, the
company carries out the ‘Leo Burnett Worldwide Global Employee
Survey’, as employee satisfaction is an important part of their
company strategy. This year, they chose Pulse Train’s US agent PTT
Systems to carry out the survey on their behalf using Pulse Train
software. The employees had a choice of taking the web survey (using
Bellview® WEB software) or a paper survey (scanned using Bellview SCAN
software). Both PC's and MAC's were used to conduct the interview.
Running in a total
of eleven different languages including two different Unicode
languages (Chinese and Japanese), this project was conducted using
Pulse Train's data collection products. The eleven languages include:
Chinese, Czech, English, German, Greek, Italian, Japanese, Polish,
Portuguese, Russian and Spanish.
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Sharon Daly, Workforce Development Manager at Leo Burnett
Worldwide, explains how they used to carry out the survey and why
they decided to use online surveys: |
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“In the past, this survey was administered via fax. In 2001, my
department (Global Organizational Development) inherited the
project and used the fax method and same vendor that year. What a
nightmare! There was no way we were going to do it the same way in
2002, so I started searching for alternative ways of doing it
(i.e. via the web) and vendors to collect the data. We chose Star
Data Systems and the rest is history.”
“When deciding to carry out the survey via the web, I really
wasn’t overly interested in the technical aspects of the software.
I cared about being able to offer web-based surveys to our global
network so responses would be both accurate and easy to complete.
I wasn't even aware, (at the time I talked to Hank and Kim at Star
Data Systems) that offering it in Chinese or Greek was a
challenge. Choosing Star Data Systems to handle the technical side
of the survey offered Burnett two big benefits: ease of use and
anonymity for our employees, plus solid data for us to “crunch.”
For various reasons, we also offered our agencies the fax option.
Star Data Systems was particularly helpful in setting up the
survey that would serve both uses.” |
Sharon was also
given a username and password to Pulsar WEB so she could look at her
counts. Star Data Systems made tables for her crossing region by
agency and business unit by agency, so she could see how many people
responded in each division.
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Sharon tells us about the affect it had on her response rates: |
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“Carrying out the survey online using Bellview WEB had a positive
impact on our response rates and we noted an inestimable increase
in accuracy too, as the year before our agencies reported that
many faxes were sent multiple times and some were not received. As
you can see there is a big change in response rates!!” |
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Location |
2001 |
2002 |
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1)Europe/Middle East/Africa |
53% |
64% |
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2)Asia/Pacific |
56% |
84% |
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3)Latin America |
42% |
87% |
 Click
to enlarge
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Sharon explains she’ll continue using and promoting the web for
surveys in the future and extend the range of languages too: |
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“Although some of our offices chose to complete the survey via
fax, I believe they were impressed by the web response rates.
There might also be a grassroots movement within Burnett pushing
for the web. We have a relatively young workforce, and most are
very technically savvy. This year, we intend to offer more
languages (more Asian, and more Eastern Europe). And really push
our folks to respond via the web.
Down with faxes is what I say!” |
Bellview® WEB,
Pulse Train’s advanced solution for internet surveys, is perfectly
suited for a variety of applications, including market research,
evaluation surveys, panel research and customer satisfaction surveys.
If you would like further information on Bellview WEB, please visit
the dedicated
Bellview WEB
page, and contact
us today on +44 (0) 1483 300 100 or by e-mail at
sales@pulsetrain.com.
For further
information about this project, please contact PTT Systems at
sales@pttsystems.com.
More details:
Leo
Burnett web site:
www.leoburnett.com
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