At Dynata, we think respondent engagement is such a critical issue that we have implemented an internal initiative to address it. Our focus is on improving the value perception for respondents, starting with the survey experience.
Our approach is intended to be, firstly, purposeful and holistic. It is also meant to be collaborative between Dynata, our clients, and the industry, ultimately representing a win/win/win – for all of us, including respondents.
We’re taking action in 4 areas where the survey experience impacts respondents:
DESIGN: Continuously improving and implementing good survey design practices to improve the individual survey experience
ECOSYSTEM: Driving behavior change to benefit the entire research ecosystem and ensure long-term sustainability
QUALITY: Increasing survey data quality by focusing on the right respondents to remove
WASTAGE: Reducing overall respondent wastage on surveys
A key component to address the ecosystem pillar is feeding back hard metrics on survey performance to the survey’s designers. These hard metrics all impact the respondent experience, yet do not rely on direct respondent feedback: this is what we call the ‘Quest Score’.
Dynata’s Quest Score focuses on three areas of respondent impact that benefit the overall ecosystem: Efficiency, Engagement, and Trust.
Within these three areas, 8 variables are measured at the individual survey level. Chief among these are the variables that are most often cited by respondents as major drivers of dissatisfaction with the research process. For example, being screened out of surveys, especially after a substantial number of questions have been asked, or on the basis of things already known.
As well as giving individual clients and projects feedback on their performance, Dynata also endeavors to publicly recognise excellence, with the hope this encourages the industry to strive for better performance. To facilitate this, we launched the Quest Awards at the 2022 ESOMAR Congress in Toronto on September 19. These awards recognize Dynata’s best-performing clients, as measured by their Quest Scores aggregated over all projects conducted over the past year.
We identified our top 3 winners in each of the three regions where Dynata operates: