Not all samples are created equal
One of the most important assets of a market researcher is the people that are used for research. Whether they are quantitative survey respondents or qualitative participants, research will fail if the people and responses are not of the highest quality.
Yet this is one area where much of the industry often turns a blind eye. Survey samples are treated as a commodity and outsourced to the lowest bidder. This race to the bottom leads to poor quality control, with people able to complete surveys multiple times, or sit and complete survey after survey.
No-one would consider running focus groups where people completed one, then went straight to the next room for another, and another, and so on. Yet with surveys, too often none of this is questioned as long as the survey is completed.
This problem is worsened when researchers try to extract too much from people through long, repetitive, or complicated surveys, or force them to complete surveys that aren’t optimized for mobile.
The result of all this is that it is too easy to produce research based on a poor sample. And ultimately clients may be making decisions based on poor quality data.
So what is the solution?
Not all research panels are created equal, and at Edentify most of our research is conducted through our exclusive Caféstudy research community to ensure you can trust the data we collect. When required, we work with a range of sample providers and select these based on whichever is best suited to the needs of each project.
Here are a few guidelines to follow when managing a research panel:
1. Treat them like people, not as numbers. It is important to ensure that people are not “over-researched” to the point where they are fatigued and treat the research as simply a financial transaction, but instead help them see that they are making a valuable contribution.
2. Keep your studies easy and fun. By ensuring that surveys work on all platforms, and keeping them simple, fun, and as easy as possible to complete, we know that our community members want to engage with our research.
3. Reward them fairly. As the saying goes, if you pay peanuts, you’ll get monkeys. Allowing people to earn enough to make it worthwhile for them, and also making it easy to get their hands on their money (via Paypal for example) will keep people coming back.
Our latest thinking
Why brand goodness is important
In a trend that has emerged over the past few years, more and more brands are jostling to position themselves not just as products and services, but as responsible citizens. At the same time, consumers have become more focused on the impact that the brands they purchase have on the world, whether...Read more
COVID-19 and the Great Resignation
The COVID-19 pandemic turned many aspects of our lives upside down. One of the biggest disruptions was to how we worked.Frontline workers bore the brunt putting in shift after shift in our busy hospitals, supermarkets and essential services.Those who work in hospitality, retail and tourism among...Read more
Is the Australian Dream still a reality?
One of the hottest issues of the 2022 election was home ownership. All sides of politics put forward new policies to address calls to make buying a house more achievable.This issue is nothing new: buying a home has been a hot topic on Edentify’s Café Chat for a while now. We asked...Read more
There is a lot of talk in the marketing world about brand purpose: the reason for being that goes beyond just selling a product or service.There is no doubt that a lot of people prefer brands that behave as good corporate citizens. In a recent study, we found that 3 out of 4 Australians prefer to...Read more