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Liquid Agency + UserTesting

How Quick User Insights Help Shape Brand Strategy and Creative For Liquid’s Clients
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About Liquid Agency

Liquid Agency is a brand culture agency that provides services in the areas of brand, culture, and experience design, as well as managing campaigns and media. Founded in 2000, Liquid’s clients include Walmart, Silicon Valley Bank, UserTesting, Intel, and others.

Liquid Agency Achieved
75%

Testing with actionable insights was 75% faster than traditional consumer research

25%

Actionable user insights at 25% of the cost of traditional testing

bullseye icon

Customer insights provided greater confidence in creative recommendations to the client

Challenge

After 20 years helping the world’s leading brands, such as Walmart, Microsoft, and Intel, the Liquid Agency has become known for its Silicon Valley Thinking™, a methodology to building brands that matter.

Liquid’s reputation made the agency a perfect fit for UserTesting, which was looking for help introducing the brand to more audiences.

But like many marketing initiatives, timelines were short. This included research, synthesizing findings, undergoing a creative process, gaining buy-in from the customer and executing the plan. Liquid needed insights from UserTesting’s customers, but didn’t have time for traditional focus groups.

Solution

UserTesting gave Liquid access to Marketing Insight, its fast and intuitive solution that enables marketers to easily solicit qualitative feedback on any concept, campaign, or strategy.

Liquid employed Quick Answers to get started quickly on UserTesting’s branding campaign. That allowed Liquid to focus on recruiting the right participants and launch tests in minutes with findings that were summarized for them within hours.

“Marketing Insight is intuitive and has been easy to use right from the start. It blew my mind to see that I was able to get so much valuable feedback in just about an hour,” said Samantha Tazzia, Campaign Planner at Liquid.

She said one of the best things was watching videos from the testing.

“In a number of instances hearing how participants talked through the various options we presented them changed how we thought about those options,” she said. “Specifically, hearing people stumble over messaging multiple times before they understood it—even if ultimately they came to like that particular version—really changed our perception of that option.

“Yes, we want them to like it. But they’ve also got to be able to understand it quickly. We only have a few seconds to communicate our message.”

Results

“Without access to the UserTesting panel, we would not have been able to incorporate findings from our research/feedback into the messaging/creatives and may have missed the mark in terms of communicating value,” Tazzia said. “The feedback also made it easier to communicate findings with UserTesting to get their buy-in.”

She said they ran 12 tests over 3 weeks, which was 75% faster than the 3 months it would have taken with traditional research. Likewise, that testing would only cost 25% as much as would have been spent versus a traditional study.

“By using UserTesting to collect feedback, we were able to get insights from customers that we wouldn’t have been able to capture otherwise,” said Dennis Hahn, Chief Strategy Officer at Liquid. “The decision was between testing fast, or not testing at all.”

Hahn was so impressed with UserTesting that Liquid is now a customer. He plans to leverage UserTesting’s fast feedback and insights with Liquid’s other clients. “You just can’t get that type of insight with other platforms,” he said.

Samantha Tazzia from Liquid Agency
Samantha Tazzia Campaign Planner

“What makes Marketing Insight different from other platforms is that you clearly understand the rationale behind customer feedback. You can see and hear genuine moments of joy and frustration and that type of feedback is invaluable.”

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