The market research industry has failed to innovate how research participants are sourced.
In fact, according to the 2017 Greenbook Research Industry Trends (GRIT) report, which provides a biannual snapshot of the market research world, 42 percent of researchers reported that sample quality was becoming worse. “Issues surrounding access to quality and representative samples is without doubt the single biggest individual challenge,” the GRIT report found. The researchers also cited falling participation rates and the difficulty of accessing niche audiences.
This is a huge problem. After all, high-quality participants are the bedrock of the research industry. Without them, researchers risk delivering inaccurate research insights, which can cause organizations to make bad decisions. A closer look at how market research has traditionally been conducted reveals what has gone wrong with it — as well as how Respondent plans to change this industry.
The Problem With Traditional Market Research
The traditional market research industry is relying on a mountain of poor-quality participant data, much of which is stored offline in out-of-date Excel files. As a result, a large portion of their participant data erodes each year. This means that, although many research agencies advertise their ability to source from among millions of potential participants, only a very small percentage of these participants are still active.
“Participant quality continues to be a big pain,” wrote one participant in the 2017 GRIT report. “When we dig into the participants at an individual level from panel providers, it is frustratingly low quality.”
What’s more, while these participants may have originally filled out detailed surveys listing their qualifications and contact information, most agencies will not bother independently verifying them or keeping them up to date. Instead, they tend to rely on self-reported profile information — a risky strategy that most researchers don’t trust.
How Respondent Solves This Problem
Instead of using antiquated sourcing techniques, Respondent takes advantage of modern connectivity and technology, allowing us to source and verify high-quality participants in real time. Here’s how we do it:
- We use matching and referral algorithms: Instead of traditional panels, which use static and outdated lists often stored in offline Excel files, our matching and referral algorithms use verified data to connect you with participants. This ensures you get the exact type of participant you need.
- We are obsessed with quality: Our mission is to connect you with the highest quality research participants in the world. To that end, we verify every participant using publically available data, continuously update and enrich all contact information and credentials, and give you the ability to phone screen and test participants. You will have a choice of high-quality participants you can use.
- We provide a simple, central hub: Respondent is designed to serve as a single location for sourcing research participants for all of your business departments. With just one record for all your participant sourcing and participation, you will be better positioned to increase transparency, research consistency, and efficiency across the board.
The quality of traditional participant panels has suffered because they have failed to source and verify high-quality research participants. This has led to poor research outcomes and, in turn, has damaged the reputation of the market research industry.
We believe it’s time for change. We intend to rethink the market research industry by connecting you with the exact type of participant you need.