Celebrating 20 years in Paris: Voxco at Printemps des Etudes 2017

This year, we celebrate our 20th year in Paris. Our Paris office is a central hub for all of our European operations, supporting hundreds and hundreds of clients across the continent and into the Middle East and Africa. Team France is an essential part of our great success in the region.

So how do we celebrate 20 years? In style, of course; by giving back to the clients and friends who have made it all possible. And to make it as Parisien as possible, we’ve synchronized our celebrations with the Printemps des Etudes – the country’s premiere gathering for research and marketing professionals.

On April 20-21, 2017, we’ll meet over 2,500 event attendees in the beautiful Palais Brongniart. We’ll be there to celebrate, and hope you can join us! We’ve got a little something for everyone:

Treats for clients

At 5pm on Thursday 21st and 4pm on Friday 22nd , we’re inviting all of our clients to Booth 15 for a special thank you for helping us get to 20 years. Champagne and treats for all who come by to help us celebrate!

Sweets for new friends

If we’ve never met before, we want to change that! Stop by Booth 15 any time during the event and meet our team for the first time, and take home a small tin of sweets to share with friends.

Energy for old friends

We’ll be keeping up with the online conversation throughout the event, and know that you will be too. So you’ll need extra power for your mobile device! We’ve got you covered.

If you already know Gilles and his team, visit us at Booth 15 and we’ll give you a portable device charger to keep the conversation flowing long after the event is over.

Something extra for everyone

Anybody who wants to keep in touch with Voxco after the event is over can drop their business card in a fishbowl at any time during the event. At the end of the last day, we’ll draw one name and give them a 1997 bottle of Grand Cru, and a 20% discount on their first purchase of Voxco survey software.

We’re excited to be turning 20 in Paris! Clients, friends and everyone in between are welcome to stop by our booth to help us celebrate. And if you can’t make it, follow the action on Twitter, or get in touch with the team that’s making it all happen.

En route pour le Printemps des Etudes 2017, Voxco fête ses 20 ans à Paris

Cette année, nous célébrons nos 20 ans à Paris. Notre bureau parisien est le centre névralgique de notre activité en Europe, avec une équipe de support travaillant pour des centaines de clients à travers le continent ainsi qu’en Afrique et au Moyen-Orient. L’équipe française est essentielle à notre succès dans la région.

Alors comment célébrer ce cap des 20 ans ? Avec style, bien sûr : en redonnant à nos clients et amis qui ont rendu tout cela possible. Et pour que ce soit aussi français que possible, nous avons décidé de faire coïncider cette célébration avec Le Printemps des Etudes – le rendez-vous annuel pour les professionnels des enquêtes et du marketing.

Les 20 et 21 avril 2017, nous rencontrerons plus de 2500 visiteurs dans l’enceinte du magnifique Palais Brongniart. Nous serons là pour célébrer et nous espérons que vous vous joindrez à nous ! Nous avons prévu des petits quelques choses pour tout le monde :

Goûter amélioré pour nos clients

A 17h le jeudi 21 et 16h le vendredi 22, nous invitons tous nos clients sur le stand n°15 pour les remercier de nous avoir porté jusqu’à nos 20 ans. Champagne et mignardises pour tous ceux qui viendront nous aider à célébrer !

Des bonbons pour les nouvelles connaissances

Si nous ne nous sommes pas encore rencontrés, changeons cela ! Arrêtez-vous au stand n°15 à tout moment pendant le salon, rencontrez notre équipe et repartez avec une petite boîte de bonbons à partager.

De l’énergie pour nos vieux amis

Nous serons actifs en ligne pendant l’événement et nous savons que vous aussi. Vous aurez donc bien besoin d’un peu d’énergie pour votre appareil mobile… On s’en occupe !

Si vous connaissez déjà Gilles et son équipe, rendez-leur visite sur le stand n°15 et ils se feront un plaisir de vous offrir un chargeur portable pour que la conversation continue bien après l’événement.

Un petit plus pour tout le monde

Pour tous ceux qui souhaitent rester en contact avec Voxco après l’événement, venez déposer votre carte de visite dans notre urne. A la fin de la dernière journée, nous tirerons au sort l’un d’entre vous qui repartira avec une bouteille de Grand Cru de 1997 et 20% de remise sur le premier achat d’un logiciel d’enquête Voxco.

Nous sommes ravis de passer le cap des 20 ans à Paris ! Clients, amis et tous ceux au milieu : vous êtes les bienvenus sur notre stand pour venir célébrer avec nous. Et si vous ne pouvez pas être au Printemps des Etudes, suivez l’action sur Twitter ou prenez contact avec l’équipe qui rend tout cela réalité !

Behind-the-Scenes with our Client Feedback Team

We have been making some of the industry’s most flexible survey tools for over 25 years. We’re always evolving our powerful multichannel platform, which includes launching new products, major releases, and regular maintenance and feature updates. Through it all, we’ve definitely become experts in the craft of survey software.

But savvy product managers know that there’s a gap between the knowledge that comes from creating and refining a product as a developer, and as an end user who is actively using it daily. To close that gap, our Voxco Online product team has long been tapping into the user perspective – what features do they need the most, how do they spend their time on the platform, what would they do differently?

Informally reaching out to users for feedback had always been happening, but just last year, our product team formalized a client outreach program that maximizes the impact of the feedback on the final product. The outreach has been invaluable; not just for our team, but for clients who could help shape the product’s development.

Now that it’s a formal part of our process, here’s a behind-the-scenes look at our client outreach programs – how they work, and how much of an impact they have had on the online survey tools. Let’s take a peek under the hood:

User Surveys

We make survey software, so it was a natural jump to use the platform to ask our own clients for feedback. To gain quantitative data about in-demand features, the surveys asked multiple choice and ranking questions that aimed to prioritize the relative importance of new features. At the end of each survey, qualitative data was collected via a series of open-ended questions that asked users to precisely describe what key features would maximize their organization’s use of the tool, and how existing functionalities could be further enhanced.

Advisory Committee

Post-survey, we wanted to continue the qualitative conversations, and dig deeper with active users on how they could maximize their productivity on the platform. So we assembled a team of 15 of our most active clients, representing varying industries, organization sizes and survey types. In the pursuit of more qualitative insights about specific upcoming features, we formalized this group into a client advisory committee.

When we are in the early planning stages of a major new release, we can now approach a team of active users as a sounding board. The conversation starts as an overview call to get their input on how they use a specific feature set. We then use this rich feedback to further define product requirements and create interactive mock-ups of the new feature set. We hop on a second call to present the mock-ups to their teams, and fine-tune the details over time.

Data galore!

It was nice to see complimentary patterns from our varied client types that helped validate our internal team’s existing direction. The client survey offered instant clarity on which new features were must-haves, which helped the product team to immediately start prioritizing the next few releases.

We were amazed by the long, detailed answers given to the open-ended questions. It was clear that clients were very open to the communication channel and were excited to have their voice heard. The responses helped stimulate new ideas for future features and started many active discussions among the development team.

We have witnessed very high involvement levels from all members of the advisory committee, and the resulting conversations feel very collaborative. The members often choose to gather project-specific suggestions from their larger team, and even share the feature mock-ups with them for more robust user feedback. It’s quite clear that the advisory committee enjoys being consulted and collaborating on feature development.

Overall, the entire process has helped us define a very solid road map for the next year worth of updates, and with the help of many of our users, we have populated our first 2 major releases with many of their most commonly requested features.

Coming soon: results

The earliest major release that was directly impacted by the new client feedback is coming out in just a couple of months! And the client feedback team has already moved on to collecting data on a future release that will enhance our reporting tool. Later this month, we’ll share with you some of the results of the first few client outreach initiatives right here on the blog.

If you’re a user of the industry’s most flexible survey platform, keep an eye out for our surveys to join in the conversation – you could help us define the future of Voxco Online. Stay tuned!

5 perceived pains of switching phone survey software

There are thousands of companies stuck using antiquated, non-intuitive phone survey software. That leads to frustration among survey creators and interviewers, which hurts the organization in a figurative way. The lost productivity from below-average hourly talk times caused by inefficient CATI and dialer systems is a far more real pain: it hurts the bottom line. Those two distinct pains usually serve as the catalyst to switch phone survey systems and start solving the problem.

Ironically, pain is also the #1 worry that organizations have that prevents them from taking the leap to a better phone system as well. Switching is expected to be a huge commitment, and a tremendous drag on time and resources to make it happen correctly. It’s that fear of pain that keeps them using the original CATI software and dialer, as much as it might hurt. For some, it’s an endless cycle.

So what are the perceived pains involved in switching telephone survey software, and how can you minimize the hurt, or avoid it altogether? We talked with the Voxco transition services team to find out why companies are so afraid of switching, and how the team minimizes the pain and maximizes the benefits.

Downtime

Switching means downtime, right? No phone survey organization wants to commit to long periods of inactivity while software and hardware get installed, databases are transferred, and users get trained. The undefined length of time that the organization could be nonoperational is a big worry, mostly because it’s an unknown.

The Voxco transition services team works during off hours and in batches to install Voxco CATI and Voxco Dialer. This ensures that as many interviewers as possible remain active at all times. And the gains in productivity from using a better survey platform can quickly outweigh short bursts of downtime.

Data integrity

Keeping stored data secure throughout the switching process is essential. The assumption is that the act of transferring data is time-consuming, and risky. There’s a very real worry that respondent and response data will be lost in the process.

Our transition team are data integrity experts. We maintain high security levels through the entire data transfer process and work with your organization to ensure data stays safe.

Survey replication

It’s not just data that needs to be transferred, but the phone surveys need to replicated on the new CATI platform. Active surveys, surveys in development, and past surveys. Project managers have valid worries about how much effort is required to accurately copy relevant projects from one CATI platform to another.

Our Pro Services team spends their days creating, replicating, and editing surveys on Voxco CATI. We even include a free block of their time in our transition process to ensure that your most important surveys are up and running ASAP. For those surveys you choose to replicate yourself, rest assured: our training team and intuitive platform will have your team up and running in no time.

Training

Even if the physical software switch and hardware installation are handled by experts, what about the day-to-day users – the interviewers? They don’t know how the new CATI platform works, and managers worry that it could take a long time to get them comfortable enough to be productive.

The Voxco transition team includes trainers who are familiar with our leading competitors’ phone survey systems. Our training caters to your existing knowledge and expertise: it’s customized to the CATI system you used in the past, and your overall comfort level with phone survey project management.

Service & Support

There are a ton of CATI software platforms in the industry where the support team is impossible to reach. So new clients want to know: how reachable is your support team?

We serve a specialized client list at a very personal level. Our follow-the-sun support team is reachable almost any time, and prioritize newer phone system clients who are transitioning to Voxco for the first time.

Remove the pain

We know how worried survey organizations are about switching telephony systems. The worries are usually quite valid, and the effort needed could be significant.

The Voxco transition services team has one goal in mind: to be the antidote to your pain. Everything we do is designed to reduce pain: reducing the pain of using outdated platforms, and reducing the pain of switching. They do this by customizing the transition process to each organization’s specific needs. Get in touch to see how painless switching telephony systems can be for you.

5 Unique Uses for CAPI Personal Interviewing Survey Software

Adding an interviewer to the mix for survey research is tremendously useful. We’ve discussed that before.

But thinking outside the box, what can personal interviewing tools help you achieve? The benefits of a flexible CAPI tool go far beyond just conducting face-to-face surveys. The power of an advanced mobile data collection software opens doors to dozens of potential uses for researchers. For example:

1. A gateway to richer insights

Excuse me sir, would you like to try our new granola bar? That’s a question that stops a lot more people in the street than asking somebody to complete a survey. Begin with a taste, and work your way up to more. CAPI can act as a gateway survey that leads to more data down the line. A taste of a new product leads to a quick on-the-street survey. Those responses lead to an invitation to self-complete a longer online survey, or even to join a panel of loyal users. When it’s part of a richer multichannel survey system, personal interviewing software can be used as a first step on a longer path to getting more insights from more people.

2. Secret shopping

Your ‘respondents’ could actually be inanimate objects. And your ‘interviewer’ could be more of an observer. CAPI tools offer the perfect solution for managing a team of loosely trained secret shoppers. Assign the ‘interviewers’ specific stores and they can use a mobile device to answer questions about their observations (e.g. quantity of products displayed, shelf placement, service ratings, etc.). They can upload photos, videos and audio files to accompany their findings. Managers can deploy shoppers, update survey questions, monitor metadata, and view live results from a central location.

3. Self-completion offline surveys

It’s common to think of CAPI tools as purely interviewer-based. But collecting data via mobile devices in offline mode can also be used for self-completion surveys. At events or in stores, tablets can be affixed in high-traffic areas to encourage patrons to leave feedback. Tablets can be handed off to shoppers or passersby to answer a quick survey with no need for a WiFi connection. If your tool offers offline data collection and intuitive survey design, let respondents use it themselves and synchronize at the end of the day to analyze the insights.

4. Event dashboards

At events, CAPI tools can be used as an attention-grabbing results dashboard. Some of our clients have incorporated one or two fun questions into a longer face-to-face interview (e.g. ‘Who will win the Superbowl this year?’). As interviewers stop attendees to answer surveys on tablets, responses to those fun questions are regularly synchronized via WiFi with a results dashboard on an in-booth display. The results draw attention, start conversations between interviewers and attendees, and encourage participation in the larger survey.

5. Guided multilingual self-completion surveys

Collecting feedback at tourist hotspots can be difficult. There is a natural barrier between multilingual tourists and monolingual interviewers. But a good CAPI tool allows interviewers to seamlessly change the language of the survey, and turn the tablet around for respondents to answer questions directly. Just ask Cimigo Hong Kong, who have been doing it for years!

Who do you need to interview?

Think of the personal interviewing software as a set of outreach tools that help you meet more potential respondents, and get more varied data in the field. The best researchers don’t restrict themselves to standard methodologies. Voxco Mobile Offline offers engaging survey design, powerful interviewer management, and offline data collection. That’s huge potential for researchers who want to get unique results.

Are personal interviews better than self-completion surveys?

We recently outlined the benefits of letting respondents complete surveys with no guidance from interviewers. Self-completion surveys are the most common method for quantitative surveys in the market research industry, primarily due to the cost and ease of deployment.

But what about interviewer-led quantitative surveys? What are the benefits to having a professional guiding respondents through a survey (face-to-face or via telephone) and recording their answers?

Here are a few reasons to choose interviewer-based surveys versus self-completion:

Location-specific, moment-specific insights

In-person surveys are brought directly to the respondent, wherever they are. This is a huge advantage for interviewing consumers when they are still present in the specific place your survey references (e.g. mall, in home, tourist destination). Interviewers can even incorporate a full product experience, including touching, tasting, or viewing products in their natural setting.

Asking for feedback while respondents are still experiencing something will generally lead to richer responses than relying on their memories.

Interviewer guidance

In-person or telephone interviewers can provide assistance and clarity on question meaning. They can ensure the question was answered adequately. They can aid recall by prompting. And they can keep respondents motivated to remain focused on the survey.

Well-trained interviewers (and well-structured/well-written surveys) can accomplish all of this without biasing the survey results themselves.

Reach new respondents

In-person and telephone surveys allow you to reach groups with lower internet penetration. And friendly interviewers can motivate participation from some types of people who could be less likely to respond to online surveys/join online panels.

When beginning a project, survey project managers are faced with the task of reach. If their existing online survey panel/database isn’t specific enough to the required demographic, intercept interviews or regional dialing can reach a whole new world of respondents with no prior need for their contact information.

Lower respondent initiative needed

Once a respondent is reached in-person or on the phone, all they need to do is verbally answer questions as they’re posed by the interviewer. There’s no need for them to read the questions, or to manually manipulate the survey itself to provide responses.

Why not both?

The market research world is not black-or-white, and researchers fortunately don’t need to choose between exclusively online or exclusively in-person surveys.

Some studies need the speed and freedom provided by online self-completion surveys. Some need the richer level of respondent data that generally comes from interviews. Most researchers see the value of both; these methodologies can be packaged to offer the flexibility of channel choice on individual studies, and the power of a centralized multichannel survey database.

What’s right for you? Let us know and we’ll show you how the world’s most flexible survey software can fit into your methodology, and fits comfortably into your budget.

Are self-completion surveys better than personal interviews?

As experts in multichannel survey software, we speak with people daily about which channels they use to run survey projects, and which channels they don’t use.

The primary difference between the most frequently chosen channels (online, telephone, IVR and face-to-face) is the presence of an interviewer. Two use interviewers, and two rely on respondents to navigate their own way through the survey.

So why do researchers choose one channel over another? Both have pros. And both have cons.

Here are a few reasons researchers commonly choose self-completion surveys over interviews:

Faster, cheaper, easier

Let’s get this one out of the way immediately: the primary benefit to running self-completion surveys is the simpler logistics. Program the survey once, then deploy it. It costs less to implement, surveys are completed more quickly by respondents at their own convenience, and they’re overall easier to manage for the survey team.

No interviewer bias or error

Assuming a researcher builds a solid survey, the questions should be interpretable in only one way. But interviewers can make mistakes, or subconsciously inject bias into the process of asking the questions. Taking self-completion surveys is entirely in the respondent’s hands, with no middle man interjecting their own interpretation of the questions or the answers.

Visualization and interactivity

Interviews (especially over the phone) are generally limited to only verbal questions and answers. Online surveys allow multimedia, advanced question types, customizable look and feel, and more. Letting respondents interact with the survey questions directly can keep them engaged longer than purely auditory interviews.

Reduced respondent biases

It has been observed in many comparative studies that respondents being interviewed could be more susceptible to social desirability biases because of the interviewer’s presence. This is especially true when interviewers are presenting personal questions or questions where respondents believe there is a ‘socially acceptable’ answer. Interviewees may self-censor or moderate their views in ways that anonymous respondents would not if they’re interacting with the survey directly.

Interviewer advantages

So are there any benefits to using interviewers? Absolutely! There are arguably even more advantages to using interviewers over letting respondents complete their own surveys. We’ve already published a counterpoint that looks at the tremendous up-side of having an interviewer in the mix, whether it be over the phone or face-to-face. Have a look!

It will often come down to the project itself – the sample, the budget and the questions will help determine the best method. Sometimes self-completion surveys will be enough, sometimes you’ll want the added benefits of an interviewer. That’s why the most flexible multichannel survey tools offer the choice of both.

4 Reasons Survey Organizations Choose On-Site Hosting

Most organizations across the market research industry have chosen cloud hosting for their survey data storage. For them, it’s easier to manage, easier to budget for, and secure enough for their needs.

But a core group are not prepared to jump to the cloud. For them, they choose to physically control survey data centers located on company property. And we’re very familiar with their rationale, since Voxco offers one of the few professional survey software platforms that is available on-premise.

So why is this portion of the industry sticking with in-house data hosting? Here are the four reasons we hear over and over again:

1. Complete Data Control

Market research organizations manage the kind of sensitive data that is commonly protected via strict privacy regulations. That means they want to know exactly where their data is at all times, and they choose to be in total control of storage, and avoid third party suppliers.

Many of our healthcare and financial services clients need to prove conclusively that their data is protected to the letter of the law. In some situations, Canadian and European clients need to prove that data is stored within their own borders. It’s not always clear how offsite data is being stored, who maintains ownership, and who else might have access to it. That can be a real worry.

On-premise set-ups often make it easier to prove total compliance. Even when cloud companies can guarantee compliance, some IT managers feel more comfortable absorbing the risk and controlling the data storage themselves. 

2. Infrastructure Costs

Cost is always a deciding factor. It often boils down to prioritizing fixed capital expenditures over monthly operational expenditures. Monthly hosting fees can be significant for governments and large organizations with huge data requirements and numerous users. At some point, the economics tip in the favor of a fixed capital investment.

This is especially true for organizations with existing infrastructure in place for data storage in-house. It’s a very easy decision for them to select on-premise hosting for their survey software.

3. Physical Server Customization

Cloud hosting providers have existing server structures. However, in-house hardware is custom-tailored to an organization’s personal needs. This offers levels of local control, visibility, and auditability which are unattainable from cloud providers.

Retaining infrastructure control internally also allows instant fixes and improvements to how data storage is structured. The larger the cloud provider, the harder it is to request fixes or customization.

4. Internet/Bandwidth Restrictions

We’re spoiled in most of the western world with high bandwidth and uninterrupted internet connectivity. But many parts of the world are still catching up; internet and bandwidth can be slow or spotty. For these situations, hardwired internal databases are often the most productive and efficient solution available.

Sound familiar?

We get it. We work with many survey organizations who rely solely on their in-house infrastructure, and we talk with hundreds more. Some organizations we have talked with are actually returning to an in-house solution, which seems to be becoming increasingly common.

Whatever works for you. We have always believed in the flexibility of choice. Whether SaaS, on-premise or a hybrid data storage solution, Voxco is here to help. Reach out to us and let us know your situation – we’ll make it work.

4 raisons pour l’hébergement d’enquêtes à l’interne

La plupart des sociétés du secteur des études de marché ont choisi de stocker leurs données d’enquête en nuage. La gestion des données et des budgets s’en trouve facilitée et la sécurité est adaptée à leurs besoins.

Mais les groupes centraux ne sont pas prêts à passer aux services infonuagiques. Ils préfèrent contrôler physiquement les centres des données d’enquête, situés au sein même de leurs locaux. Et nous connaissons bien leur raisonnement, puisque Voxco offre une des rares plateformes d’enquêtes professionnelles qui proposent un hébergement interne.

Alors pourquoi cette partie du secteur en reste à l’hébergement des données en interne ? Voici les quatre raisons que nous entendons sans cesse :

1. Mainmise sur le contrôle des données

Les sociétés d’études de marché gèrent des données très confidentielles, généralement protégées par des règlements très stricts sur la protection des renseignements personnels. Cela signifie qu’elles savent toujours exactement où se trouvent leurs données, qu’elles choisissent d’avoir un contrôle total sur le stockage des données et qu’elles évitent de faire appel à des fournisseurs tiers.

Beaucoup de nos services à la clientèle des secteurs médicaux et financiers ont besoin de prouver de façon évidente que leurs données sont protégées par la loi. Dans certains cas, les clients canadiens et européens doivent prouver que leurs données sont stockées sur leur territoire. Il n’est pas toujours facile de déterminer la façon dont les données hors site sont stockées, de savoir qui en est propriétaire et qui d’autre pourrait y avoir accès. Cela peut représenter une véritable préoccupation.

Il est souvent plus facile de prouver le respect total des normes avec les installations internes. Même lorsque les entreprises ayant recours à l’hébergement en nuage peuvent garantir le respect des normes, certains gestionnaires de services informatiques se sentent plus à l’aise de réduire les risques en contrôlant eux-mêmes le stockage des données.

2. Coûts d’infrastructure

Le coût est toujours un facteur décisif. La priorité est souvent donnée aux dépenses à capital fixe plutôt qu’aux dépenses opérationnelles mensuelles. Les gouvernements et les grandes sociétés ont des exigences énormes en matière de données et un grand nombre d’utilisateurs, par conséquent leurs frais mensuels d’hébergement peuvent être importants. À un moment ou à un autre, l’économie penchera en faveur de l’investissement en capital fixe.

Ceci est particulièrement vrai pour les sociétés ayant déjà une infrastructure en place pour le stockage interne des données. Pour ces sociétés, il est très facile de se décider à autohéberger leur logiciel d’enquête.

3. Personnalisation du matériel du serveur

Les fournisseurs d’hébergement sur nuage possèdent des structures de serveurs déjà existantes. Cependant, le matériel informatique interne est fait sur mesure afin de répondre à leurs besoins. Ceci offre plusieurs niveaux de contrôle local, de visibilité et de vérifiabilité qui sont inatteignables pour les fournisseurs de services infonuagiques.

Conserver le contrôle de l’infrastructure en interne permet également de trouver des solutions et d’apporter des améliorations instantanées à la structure du stockage des données. Plus grands sont les services infonuagiques, plus il est difficile de trouver des solutions et de fournir des services personnalisés.

4. Restrictions de l’utilisation Internet et de la largeur de bande

La majorité du monde occidental a accès à une forte largeur de bande et à une connectivité Internet ininterrompue. Cependant, beaucoup d’endroits n’ont pas encore accès aux mêmes conditions et la connexion Internet et la largeur de bande peuvent être lentes ou irrégulières. Dans de telles situations, des bases de données internes et câblées sont souvent la solution la plus productive et la plus efficace.

Vous avez déjà rencontré ce problème ?

Nous comprenons et nous travaillons avec un grand nombre d’instituts des études de marché qui se fient uniquement à leur infrastructure interne, et nous sommes en contact avec des centaines d’autres. Certaines sociétés avec lesquelles nous avons parlé reviennent à une solution interne, ce qui semble être de plus en plus fréquent.

Peu importe ce qui fonctionne pour vous. Nous avons toujours cru à la flexibilité des choix. Que vous ayez besoin d’un stockage de données SaaS, en interne ou hybride, Voxco est là pour vous aider. Communiquez avec nous et faites-nous part de votre situation et nous trouverons une solution.

4 Most Important Factors in Survey Project Design

The bi-annual GRIT report was released by Leonard Murphy at Greenbook last week. As usual, it presents a very telling snapshot of the state of the market research industry. Which issues are important and which are less so. What is hot. And what is not.

The report surveys almost 1,600 individuals who work in market research, 80% suppliers (mostly from MR firms), and 20% buyers (clients). Some of the most interesting results come from the comparison of how both sides view the same issues.

As creators of survey software, the findings that generated the most inter-office conversation were those about what researchers felt mattered most in research project design. Specifically, this summary bar chart of the more interesting findings of respondents’ Top 2 most important factors:

Source: Greenbook GRIT Report Q3-Q4 2016 (pg. 26)

1. Research Trustworthiness

Most important to both suppliers and clients is how trustworthy the research is. And rightfully so – that’s what clients are paying for, and the insights generated are what will lead to organizational shifts.

2. Sample Quality

A direct contributor to #1 above, a full half of the supplier and client respondents chose to include in their Top 2 most important factors that the recruited database or panel needs to be of high quality and representative.

3. Respondent Focus

Somewhat surprisingly, there was a steep drop in clients and researchers acknowledging the imjportance of the amount of time that a respondent takes with the research project/survey and the focus they give it. But there were still a quarter of the researchers (and a fifth of the clients) who chose this option in their Top 2. More on this in a moment.

4. Survey Scope Clarity

The only result in the top 4 where more clients selected it than researchers, 26% of clients want to ensure that survey participants have a clear idea of the scope of the project.

Of Concern

As noted in three of the four orange highlight points in the chart above, there was a significant difference in the results that favored the researchers’ Top choice (that the research should be good) compared to those that measured respondent experience.

In addition to the steep drop off before respondent focus and clear communication of project scope, responses addressing respondent compensation and satisfaction indicators received less than 10% of researcher responses, and less than 5% of client responses! (see last three answers in chart above)

As Murphy states, “It seems the relationship between researchers and research participants has become very one-sided – what we expect from participants is not aligned with what we feel our obligations are to them.”

If you build it, they will come. Build great surveys. Communicate well with your respondents, and treat them with the respect they deserve. By keeping your respondents satisfied, you will get better results. We need to shift our focus outwards and create the kinds of survey projects that foster great results.

Download the full GRIT report HERE – it’s free and jam-packed with rich industry insights.

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