Case Study: How HUNTER Turns 24-Hour Surveys Into PR Stories with Harris QuestDIY
- case study
- Real-Time Research
- Trend Analytics
- Social Media Listening/Intelligence
- Survey Research
HUNTER is a 300-person integrated marketing communications agency founded in 1989, with offices across North America and the UK. The agency relied heavily on instinct and client-provided data to shape campaign ideas, leaving it reactive rather than proactive. Allergy season work, for example, had fallen into a creative rut, producing the same narrative year after year, with no systematic method for generating fresh, culturally grounded angles ahead of the ideation process.
HUNTER’s Intelligence Team used Harris QuestDIY self-service survey platform to conduct rapid primary research alongside cultural and social listening. For an allergy brand campaign, the team scanned spring-themed online conversations to identify emerging trends, then deployed a QuestDIY survey to surface consumer emotional truths. Resulting data points were embedded directly into client decks at the creative development stage, bypassing dashboards to integrate insight at the point of ideation, brainstorming, and partner activation planning.
HUNTER was able to set up, field, and deliver surveys within 24 hours, giving the team a real-time advantage in editorial, social, and strategic planning. The allergy campaign uncovered unexpected consumer attitudes, including the concept of “allergy envy,” which sparked new creative directions rather than merely validating existing ones. The agency shifted from reactive to proactive insight generation across all client work.
“Clients are surprised and intrigued by how data-driven we’ve become.” — Rich Small, EVP, HUNTER Intelligence
Read the full version of this case study on the Harris QuestDIY website here.
