Marketers not happy with market research

Only a quarter of all respondents, in a survey,  globally are satisfied with their experience participating in research, indicating researchers lack of prioritizing the respondent experience shows through to respondents.

Additional eye opening findings are:

  • Over half of all respondents admitted that the design of a survey impacts their willingness to complete it.
  • Over 50% of respondents said surveys should be less than 10 minutes in length.

  • 1/3 of all respondents cite a desire to earn rewards or prizes as their primary reason for participating.
  • Cash may be King, but Virtual Cards are Queen: across all sample types, countries and demographics respondents want incentive flexibility.

So what to do? Well, based on these data a “Top 5” priority action list could be:

1.) Go “mobile first” in designing studies.

2.) Stay under 10 minutes.

3.) Think like game designers, marketers, or UI experts when designing research.

4.) Respondents want a fair value exchange: reward them the way they want to be rewarded and give them choices.

5.) Use research as a brand engagement and relationship building opportunity. Other ideas can be found in the recent GRBN Special Report: Improving the online survey user experience.

 

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