“Only less than half of the respondents globally are satisfied (Top 3 Box) with their experience participating in research”. This was one of the key findings of Global Respondent Engagement Study[a] across 15 countries.
In February 2016, Quirk’s published a study “The impact of survey duration on completion rates among millennial respondents” [b] which found that there’s a major dropout inflection point among millennial respondents after 15 minutes.
Of course, these results could not be generalised on the entire world, but at least it gives an indicator for the picked sample and shows the need for keeping our eyes open to apply a customer-centric approach when dealing with the respondents.
The customer-centric approach is a model for business success and growth. The core of the approach makes the customer the heart of business decisions. It is worthwhile for the marketing research industry to adopt the same ideas when dealing with respondents and to be respondent-centric researchers (RCR); for several reasons:
Insights are unlikely to be generated without respondents.
Respondents are human.
Respondents fatigue impacts the quality of responses.
Respondents have to be encouraged and engaged.
Respondents are the customer of our client.
Sustain the respondents’ participation intention. Studies reveal that, survey satisfaction affects the future participation of respondents [c]
Developing a stronger relationship with respondents that relies on their honest input, active participation, and eagerness to be a part of a long-term conversation about brands and activities in their lives is vital to success in this industry.[d]
Surveying the respondents is like making a chemical experiment, but the major difference is that we are dealing with humans, not chemical elements. People have extremely different characteristics (e.g. emotion, feeling, confidentiality) which make the task more challenging.
It is necessary to take the respondent's experience into consideration during the research design. Creating an effortless (as much as we can) and engaging experience for the respondents is not only good for the participants; it gives a chance to improve the quality of responses that you will receive.
According to the above, there is a need for Respondent Experience Management (RXM).
Through two articles, I will try to highlight how respondent experience can be managed? Let us start with a question; what is Respondent Experience Management (RXM).
RXM is a non-linear cycle and ongoing measures at different stages to ensure that every market research exercise is designed around respondents’ expectations.
ERMBI model is the way for putting RXM in place. ERMBI stands for Explore, Relevant, Measure, Build and Implement. Figure-1 describes the five stages of the model and details for each one is given later. Note, that the model is applicable for quantitative research, but could not be the best way for qualitative research.