When you’re running more than 60+ studies a year, managing awards programs, and hosting major events across the globe, data can either be your biggest headache, or your biggest advantage. By standardizing feedback with Alchemer, The Channel Company elevated research from a task to a strategic advantage.
“Taking our biggest study to Alchemer and realizing how robust it is—we’ve been very impressed. Alchemer delivered and gave us back full ownership.”
– Amy Wilde, Director of Data and Research, TCC &
Sam Auer, Senior Market Research Analyst, TCC
For more than 30 years, The Channel Company (TCC) has been the premier provider supporting the IT channel ecosystem. Their audience spans SMB partners to nearly 95% of the world’s IT vendors, making them the central connector for the IT industry.
TCC connects technology vendors, the creators of innovative tech products, with the partners who bring those solutions to market, including resellers, solution providers, and service partners. TCC serves as the bridge between these tech companies and the partners helping both sides grow.
They do this through:
To be the premier connector, TCC needs to understand the needs of both vendors and partners— and surveys are the engine that powers this insight. They fuel research, inform awards and recognition, and capture the voices of thousands of event attendees. But scaling surveys across multiple languages, regions, and vendors? That was becoming increasingly complicated and expensive.
Their biggest challenge came with their largest annual study—an extensive survey covering 24 categories and 22 criteria, with a goal of collecting more than 3,000 responses. The survey goes out to all vendors, who then pushed it to their partners. With nearly 100 vendors involved, manually managing the distribution of the survey quickly became a complex web. To make it work, separate links had to be created and tracked, adding another layer of complication. Previously, this study was outsourced through a third-party vendor at a high cost.
In addition to their annual study, TCC conducts more than 60 studies each year. To support their global clients and events, they needed a survey solution that was reliable, scalable, and multilingual.
That meant finding a tool that could:
When Amy Wilde joined TCC as Director of Data and Research, she inherited Alchemer as one of their survey tools. At the time, the team was also relying on SurveyMonkey and a third-party vendor to manage their largest annual study and other ad-hoc research. Amy’s Senior Market Research Analyst, Sam Auer, quickly recognized that Alchemer could do it all, allowing TCC to consolidate multiple tools into one powerful solution.
The results spoke for themselves:
From there, Alchemer became the standard survey platform across TCC. They transitioned away from SurveyMonkey and brought all event feedback, awards applications, and client research into one place.
Beyond simplifying operations, Alchemer’s built-in translation services made it easy to scale surveys across multiple languages, ensuring participation from a truly global audience. Fast and efficient, these services enable TCC to deliver surveys in six languages, sometimes in less than a week.
Amy explained the value of this: “We had a client who needed translations into six languages. The Research Solutions team at Alchemer had the survey translated, tested, and ready in under a week. That kind of service makes us look good to our clients.”
Just as importantly, security was non-negotiable; with two-step authentication and strict compliance standards, Alchemer gave TCC the confidence to manage sensitive partner data without compromise—and to ensure that every response could remain completely anonymous when needed.
By standardizing Alchemer as their survey platform, TCC empowered teams across the organization to create, distribute, translate, integrate, and report on surveys with ease. What started as a tool quickly became a central hub for capturing insights, streamlining operations, and fueling smarter decisions.
Here’s how they’re putting Alchemer to work today:
Integrating Alchemer with Salesforce transformed the way TCC manages survey data. No more chasing down respondent details or manually piecing together records—instead, survey responses now flow seamlessly into Salesforce, giving staff a clearer view of their audience and participants a smoother experience.
Amy Wilde, Director of Data and Research, explains the impact: “It helps us gather things like Salesforce unique IDs that really help us know our audience. People like to know that we know them.”
This is especially helpful for managing their lists and awards programs, pulling Salesforce IDs into applications to validate entrants. The integration streamlines workflows, automatically connects responses to existing records, and drastically reduces manual data entry.
With the foundation in place, TCC is already exploring what’s next—like pre-populating demographic data in surveys and syncing Salesforce records with award applications to deliver even more personalized experiences.
By moving to Alchemer, TCC has:
TCC is expanding its use of Alchemer to launch exclusive advisory panels designed to deepen relationships and uncover insights from specific segments of the IT channel. These panels will not only strengthen partner engagement but also fuel smarter strategies and innovation across the industry.
With Alchemer, The Channel Company has the power to do more than run surveys—they can run research at scale, capture meaningful event feedback, translate and localize surveys worldwide, and connect data seamlessly across systems. All of this happens while reducing costs, ensuring compliance, and creating the agility they need to stay ahead in a fast-moving market.
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