HOW ‘SOCIAL’ WILL MITIGATE TURNOVER IN MARKET RESEARCH PANELS

Survey response rates are declining. Human attention spans are now below those of goldfish . In parallel, time and data quality are of the essence.

The future of the traditional market research industry appears to be imperilled. The industry is confronted with the inability to acquire, but especially retain members of its panels. The list of possible reasons are multiple, but in my opinion, one in particular stands out:

The difficulty to incentivize respondents: A quite disheartening picture is offered by the Pew Research Centre. Here, one study points to a rigorous survey obtaining a response rate of just 22 percent compared to 50 percent achieved just nine years earlier. When I talk to colleagues in other companies, they report even lower response rates.

Why is it so? Read here.