Technologies and roles are changing rapidly in the Market Research industry. But what about the core best practices that define our industry and we’ve all been maintaining?
The best practices of yesterday and today will still be the same core best practices of tomorrow, regardless of the technological and physical changes that happen around us. But that doesn’t mean that those best practices aren’t becoming more complicated and nuanced. Because they are.
As an industry, we’ve always respected the time of our our respondents – we promise them a short survey and thank them for their time, and that will always be a part of the process. But the definition of ‘short’ is certainly changing, and changing fast. Requesting a mobile user to complete a 20 minute survey on their phone is ridiculous. It’s still important that researchers respect the respondent’s time but our definition of short needs to keep up with technology.
The perfect solution today is micro-surveys, with more frequency if necessary. Surveys that promise they’ll take <5 minutes to complete are getting much higher response rates from a more diverse demographic than longer ones are. But surprisingly, they are still not being adopted by as many members of the industry as you might think. Market researchers are still looking for the happy medium between the 5-minute micro-survey and the 20-minute behemoth. Smart researchers adapt the same surveys across multiple channels.
Market research will always be the same: gather data to help make better organizational decisions. So at this fundamental core, best practices of yesterday and today will remain tomorrow. It’s just important to differentiate between the core best practices we should be hanging onto because they define our industry, and the stubborn habits that are attached to outdated technology and practices – because those could actually hold us back.