The last few years have seen the gap between winners and losers in the market research industry widen substantially. This begs the question - what are the key drivers that create a 'winner' in the modern age of market research'?
The panel book has been a staple of the online research industry for years. Its purpose has always been to show researchers how representative a research panel is and whether it can meet their sample requirements.
“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?