One of the challenges faced by the market research industry is to deliver high-quality responses while controlling costs and timings. Over the past decade, there has been constant pressure to reduce prices, while the people that market researchers want to reach are becoming increasingly difficult to contact. This is due to factors such as the desire to talk to very specific groups of respondents (B2B, heavy users, early adopters, etc), cultural shifts (less willingness to answer phones, etc.) and the fact that even "regular" consumers are inundated with feedback requests through various channels.
To address these challenges, technology can – and will continue to - play a crucial role. Automation can help in selecting the right people and assigning them to appropriate surveys, creating a seamless experience for consumers and limiting the number of respondents contacted for surveys for which they are not in the target population. For online studies, this means using programmatic sampling, smart routing and screening, while offline studies require a deep understanding of local markets, how to access the study audience, and the right technology to administer surveys. Additionally, automation (through AI, but not only) helps in data analysis and review, controlling for fraud and identifying low-quality or unengaged responses efficiently and early, thereby controlling costs and optimising the value of responses.
This is true of all studies, but it’s even more imperative for those with niche audiences and the specialised tactics they demand. The required precision in audience definition beyond basic demographics demands sophisticated technological solutions, from advanced APIs that enrich participant profiles with specific roles, responsibilities or even psychographic characteristics, to AI-powered knowledge testing platforms and automated credential verification systems. Technology also enables the integration of multiple data collection methods, allowing researchers to deploy adaptive survey platforms that can switch between mobile, web, or even passive data measurement based on participant preferences and study requirements, ensuring both reach and quality for these specialised audiences.
However, the industry must also always reflect on whether it is paying a fair price to the consumers, citizens, and experts who participate in surveys. The focus on price, costs, (and to a degree, speed, as it is quite often connected) should never lead to undervaluing our most precious resource, and treating human opinions as a cheap, limitless commodity. As an industry (from providers to clients), we must continuously address this issue to maintain the value of our insights and ensure the sector's long-term sustainability. Finding the right balance between efficiency and treating people's opinions as a limited, precious resource will be key to the industry's health.
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