“In our brave new mobile culture, the idea that a 30+ minute PC-based survey is going to be viable even three years from now is an increasingly absurd belief.” Greg Heist, GreenBook
Research providers must be willing to meet respondents in the most convenient place if they want them to engage in their spare time -– increasingly, on their smartphones with shorter surveys optimised across all devices. Such trends are simply ubiquitous in today’s digital landscape, and market research is no different.
But brand expectations of research are becoming more advanced than that, making the issue of ensuring sample quality and obtaining meaningful insights something that can no longer be ignored. Research approaches must evolve to attract the real people who care about the products and services we are trying to shape and market.
So if the traditional survey is on the decline, where does this leave us? What is the experience we need to be cultivating to gather true and meaningful insights?
User generated data is exploding and we all recognise the power of volunteered responses to guide business strategy. Now we must consider how to obtain authentic answers via experiences that those consumers actually want to take part in. Ever-increasing budgetary pressures on both the client and the agency mean gathering the right data is more important than ever. And here’s why:
At Pureprofile we see each respondent as a distinct individual, engaging them in an ongoing conversation, and linking their responses to their own unique and genuine profile. Participants need to know their opinions matter. Our longitudinal approach allows brands to follow respondents throughout their decision-making journeys to the point of purchase and beyond.
So how could you respond to this new consumer landscape? We encourage you to invest with your customers to create real, quality data over time. You’ll find this has a multitude of strategic benefits, most of which is high quality, valuable and genuine insights.