Conducting research across the globe comes with a variety of challenges and doing so among B2B professionals adds yet another layer of complexity. With a pandemic on top of that, the industry is being put to the test in ways we never imagined. So, why have some fared better than others? IRB President, Ashutosh “Ashu” Singh, answers these kinds of questions in an interview that also discusses the impact of COVID-19 on researchers and respondents, as well as, where we go from here.
While life as we know it seems to change minute by minute now, the business environment has proven to be just as fluid. Everyone is scrambling to ensure that measures are in place to keep employees healthy, and to keep business running as smoothly as possible. For most, that means moving business online where possible. But it’s not just to facilitate remote work, this may also be the way to keep your market research running too. Here’s why and how.
In the research world, price and timing pressures from clients have become the norm and as you look at where to cut, the sample may seem a tempting choice. But, we’ve all heard the adage ‘you get what you pay for’ and, particularly with B2B sample, that’s true. Don’t make the mistake that price and speed are the only differentiators between B2B panel vendors; there’s also quality. Here’s how the lack of it could end up costing you much more when the results come in.
Research panel vendors may shout from the rooftops the size of their panel with some very impressive numbers. But ask them how many of those panelists are active or how they’re screened, and the silence may be deafening. The reason is that, quite honestly, it can be much harder to nurture panelists and keep them engaged than to recruit them in the first place. This is particularly true with busy executives in B2B panels. So, does panel size matter? Yes, but not as much as quality. Here’s why.
The previous year saw crucial technological advancements shaping Market Research. Before we get into the detail, remember none of us can predict with 100% certainty. However going by the experience and past, some of the obvious anticipated trends in Market Research have been laid out sequentially.