Why Do Market Research Companies Ask Personal Questions?
Ipsos iSay
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As a member of Ipsos iSay, you may have noticed that we sometimes ask personal questions. They might ask you about your age, where you live, or even about your lifestyle. It might seem too personal, but these questions are extremely important for good research, and proper national-level representation.
Let's go through the main WHYs, market research companies, Ipsos included, want to know more about you, as well as what you think.?
Understanding the Real World
Firstly, personal questions help Ipsos ensure that our survey participants are a representative mix of the real world. By considering age, gender, location, and lifestyle, we can compare our results to the population statistics of the target country or area. A well-matched participant mix enhances the accuracy of our survey results.
Getting to Know Our Community
Personal questions also provide deeper insights into the survey topic. For instance, in a shopping survey, we might uncover trends specific to different age groups or regions. Without these personal questions, we could miss valuable insights about our Ipsos iSay community. Additionally, some surveys target specific population segments. If we're focusing on young adults, personal questions help us confirm we're surveying the right group.
Using Data in Research
We understand that answering personal questions can sometimes feel uncomfortable. Ipsos values privacy and adheres to strict rules. Your personal data is never used to identify you individually. We report findings in aggregate, such as stating that "25% of respondents prefer a certain shopping method", ensuring individual responses remain anonymous. You often have the option to skip questions or stop participating if you find them too personal.
In summary, while personal questions might seem intrusive, they enable us to conduct better research.