Are you comfortable with doing surveys in which up to half of the responses you’re receiving are fraudulent? Or in which you’re getting a heavily biased group of respondents?
With the drive for speed in research, are you sacrificing getting quality respondents?
There are so many different techniques and approaches available to the consumer insights professional today. But have we simply lost the ability to do good research, even with all these new options?
In articles about the quality of consumer insights, a common opinion is that research quality has gone downhill in recent years. I question that perspective.
Online surveys often use sliders in an attempt to spark respondent engagement and relieve the tedium of grids and radio buttons. But in relieving the tedium, you are probably getting biased data.
Are you paying enough attention to the boring part of the research that can destroy your project?
Nuance is critical in questionnaire design. One nuance missed by many is the appropriate use of time frames when asking people about their activities.