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Why respondents don’t want to answer your survey

At one point in our lives, it is likely that we have all been asked to participate in a survey- be it online, face-to-face or over the phone. At one point in our lives, it is even likelier that we have rejected this request to participate in a survey. In light of this tendency for respondents to step away from requests to participate in research, GRIT recently undertook a comprehensive study to better understand the reasons behind this (and what could be done about it).

Advertisement or Survey?

Brands have recently been experimenting with the distribution of market research surveys within display ads. At first glance, this would appear to be an innovative way for brands to ask questions in an online setting where the consumer is already engaged. However, upon closer look, the distribution of market research surveys within ads poses certain limitations. 

Beyond Return on Investment

Return on Investment (ROI) has long since served as one of the primary metrics to calculate business success. Whilst there is no denying the value of the KPI, recent innovations from the neurosciences to social media have expanded the definition of profitability to encompass more than just sales figures or profit margins. It is in this context that firms looking to create sustainable customer relationships must increasingly consider developments in the field of psychology and focus on the emotional needs of consumers. 

Maintaining Ethics in the Digital World

In recent years, market research has come to embrace new and innovative forms of data collection techniques, in particular via online or digital platforms. This is reflective of a global trend whereby consumers are spending more and more time online, voluntarily sharing large chunks of information across different social media platforms. 

Predictions for Qualitative Research in 2018

As the end of the year approaches, it is not uncommon for individuals to reflect on the previous year as well as make predictions for the next one. Part of our role as researchers lays in leveraging data to predict future trends. By taking a retrospective look at some of the developments in 2017, the following presents a speculative look at what 2018 has in store for qualitative research. 

Need for Speed- but at what cost?

In an increasingly globalized and competitive business environment, time is of the essence. Companies across different industries are increasingly seeking to gain market and consumer insight within shorter periods of time. Whilst technological developments such as Big Data or Online Panels facilitate this, it is worth asking whether the drive for speedy research results has been at the cost of quality respondents. 

Delivering the Right Reward

According to industry reports, over half of market research respondents participate in studies with the aim of receiving rewards or prizes. Given that consumers are being rewarded across various aspects of their life from credit card purchases to travel, this comes as no surprise. Consumers are growing increasingly used to being in control and are becoming more demanding in their interactions, a point that strongly feeds into the mindset when assessing research incentives. 

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