sophisticated research made simple
THE WEATHER CHANNEL
QUALTRICS SITE INTERCEPT CASE STUDY
Atlanta, GA
www.weather.com
Through The Weather Channel,
weather.com, Weather Underground,
Intellicast.com and third-party
publishing partners, The Weather
Company provides millions of people
every day with the world's best weather
forecasts, content and data,
connecting with them through
television, online, mobile and tablet
screens. Through WSI and Weather
Central, the company delivers superior
professional weather services for the
media, aviation, marine and energy
sectors.
Challenges
• Needed help from IT to set up marketing campaigns and studies on the
website
• Wanted greater control and flexibility in fielding surveys
• Wanted to offer even more data to advertising clients
Solution
The Weather Channel uses Qualtrics Site Intercept to:
• Launch website-based research studies without any help from IT, thus
providing real-time feedback on key business initiatives
• Help determine how changes in weather impact consumer buying decisions
such as food, apparel and seasonal supplies
“Whatever we can think of to do, we
can do with Qualtrics Site Intercept.
One afternoon, we put together a
‘weather sentiment’ survey to find out
the effects of a cold snap on certain
product categories. We set it up in
three hours on a Friday afternoon and
by Monday morning had great results.
This would have been impossible with
our previous solution.”
Anne Simons
Manager, Cross-Platform Research
The Weather Channel
©2012 Qualtrics – Company Confidential
• Provide advertisers with additional geographic, demographic, behavioral,
and weather-related data to determine what types of content and advertising
are most relevant
Results
• Can launch critical website studies in hours vs. days
• Increased volume of research by 50% with greater in-house flexibility
• Significantly reduced costs by doing more in-house research
• Can provide comprehensive research data directly to advertisers