Last month Pureprofile partnered with Michael Wells, Graduate Consultant at TRA, and Dr Catherine Frethey-Bentham, Senior Lecturer at the University of Auckland Business School to deliver a presentation at the Research Association of New Zealand conference titled ‘Money talks, but will I?’. The presentation was largely based on Michael’s Masters dissertation which identified the contributing factors that lead to better data quality in online panels.
Mobile. The M-word. It’s the thing that’s given online panel research one of its biggest challenges to date. But it also presents us with our biggest opportunity to attract and engage real respondents like never before.
Yet when you overlay this with the data from the Q3-Q4 2015 Grit report, which shows well over half all online surveys are not mobile optimised, it’s clear there’s a gap between consumer expectation and what many online research experiences offer today.
“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?