Case Study #1:  Measuring Opinions of an Entire Sales Force
Our client had spent a lot of money on organizing a sales meeting in Dallas, Texas.  The purpose of the sales meeting was to transition and train the entire sales force from their current sales database to a new one, which would involve a lot of training on the new database.  The sales force knew that the company would be transitioning, and they had already begun to do some initial work with the new database. Our client wanted to ensure that the sales training was effective and that the entire team left the conference with more understanding of the new database than when they started.  This is where audience response became critical to measure the ROI on the new database and on the meeting.

The meeting started with a number of attitudinal questions, specifically targeting everyone's initial opinions of the current level of satisfaction with training and impression, the current sales tools available to them, and the new database.  The wireless keypads were randomly handed out to all audience members as to achieve the highest degree of truthfulness.  After two days of training, the same questions were asked again, with some additional questions about the meeting itself.  In the end, our client compared the mean of each question.  The goal was to see the delta between the two numbers, all of which were higher, some by almost three points.  This data was incredibly valuable to our client, because it showed instantly the current satisfaction level of the entire sales force, that new database was well received and that the training paid off, validating the ROI for our client.