Why respondent centric research drives quality insights

To ensure optimal data quality, insights and recommendations, it is critical for clients and research agencies to respect the needs of research participants.

The author(s)
  • Leah McTiernan Senior Vice President , Canada
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Ipsos  | Ipsos views | Respecting repondents

Key takeaways:

  • Market research demands a respondent-centric approach to guarantee revealing insights and recommendations.
  • Engaging and caring for research participants is essential to obtain quality data and valuable recommendations.
  • Studies should be designed in a respondent-friendly manner, considering factors such as the survey length, variety of questions, and minimal repetition.
  • What is needed is forward-looking research by adapting to the evolving digital ecosystem, such as mobile-first design dynamic.

Market research comprises three parties: the customer, the research organization, and the study participants. The agency operates as a guide, knowing what the client requires to give effective insights. Participants who are actively involved are essential for making relevant recommendations. Clients and agencies must respect their demands to achieve excellent data quality and suggestions.

The number of people ready to participate in market research is limited, while the percentage of survey respondents is growing in tandem with the market research sector. And, because it is a limited pool, it has intensified the demands on these individuals to complete questionnaires.

Respondent-centric research is critical since the availability of willing respondents is limited as the number of online surveys grow. To sustain participant engagement and quality data, it is critical to prioritize their requirements, provide choice and control, and reduce tiredness.

The satisfaction is hindered when they feel a lack of control and their opinions and time are not valued. Technical and study design issues also contribute to dissatisfaction. Design user-friendly surveys, while implementing safeguards against respondents intending to manipulate data. Prioritize participant experience and ensure research integrity.

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    The author(s)
    • Leah McTiernan Senior Vice President , Canada