You can have it all: speed, scale and quality in Expert Survey Research

To exist on the internet is to know that attention spans are shrinking. Down from 2.5 minutes in 2004 to 47 seconds, according to a psychological study by the University of California, Irvine. The main culprit: social networking. As such, the Information Age has seen the ‘attention economy’ take up prime real estate in the modern lexicon and the strategic concerns of purveyors across the business landscape.

While some warned of “a wealth of information [creating] a poverty of attention”, those more optimistic promoted attention as “a form of wealth that puts you in a preferred position to get anything this new economy offers”. But attention from whom? Of what quality, and according to what methods of verification?

While public opinion has democratized for the better, in certain ways, a surplus of platforms now vies for attention at any given time – an innately finite resource, notoriously in decline. B2B audiences aren’t exempt: market research is awash with data of varying legitimacy, putting the unsuspecting client at risk of making business decisions derailed by misinformation. Furthermore, the pressure to prioritize speed over quality is exacerbated by rapid trend cycles and schedules timed to the minute.

But, rather than take shortcuts, what if decision-makers could effectively shorten their journey from research to insights?

The Atheneum edge

Atheneum prioritizes data integrity, establishing?robust validation processes?to ensure project reliability. Our approach is designed to accommodate the?diversity of B2B audiences?through two key solutions:

1. High-quality B2B online panel: A purpose-built, validated resource for broad and targeted B2B segments.

2. Specialized B2B network: Direct access to industry experts and decision-makers for nuanced, high-value insights.

By integrating both approaches, we ensure participants contribute within a?uniform survey environment, promoting?consistency and quality?in data collection. Whether clients need rapid survey responses or in depth expert discussions, Atheneum delivers actionable insights quickly and efficiently.

Quality never stops at compliance

Data quality is one of the biggest challenges in the market research industry. Poor quality responses can lead to flawed business decisions, wasted resources, and reputational risk. At Atheneum, we go beyond compliance with ESOMAR, BHBIA, and EphMRA standards. Our approach focuses on?understanding and validating the source of data?while ensuring a?seamless experience for participants.

? Rigorous validation: Every participant is vetted, ensuring they are who they claim to be.

? Long-term relationships: As an expert network, we engage with individuals over time, not just as one-off respondent IDs.

? Survey experience matters: B2B surveys are often too long, poorly designed, and disengaging. We ensure our surveys are clear, concise, and rewarding, because engaged respondents provide better insights.

Our clients expect high-quality responses, but just because a panel isn’t fraudulent doesn’t mean the answers will always be valuable. That’s why we go beyond verification to focus on?ensuring that the research experience itself encourages high-quality responses.

Conclusion

B2B researchers can meet client objectives, enhance participant experiences, and uphold the highest quality standards by leveraging a?platform dedicated to the B2B market. By catering equally to both clients and participants, we ensure that insights remain meaningful and actionable.

As the industry evolves, the ability to refine and innovate will define success. But without a?strong foundation in primary research and quality control, even the most sophisticated methodologies will fall short.?At Atheneum, we ensure that quality, speed, and reliability go hand in hand, because in B2B research, you really can have it all.