With response rate challenges continuing to haunt the industry, we collectively need to start thinking about how to survey the next generation of survey participants. Youth today are very much driven by technology. They are also very used to being entertained and stimulated. Unfortunately, taking a survey isn’t always the most exciting activity one could do with one’s time.
Educating the next generation to the importance of market research is the first step in getting participation. This is a very large initiative and may need the full support of the industry as a whole in terms of marketing and advertising. Schools and universities are probably the best places to start. Something to think about!
There is debate in the industry today
As far as making research fun and exciting, there is debate in the industry today as to the bias “gamifying” surveys creates. I myself have posted before on being aware of the potential traps utilizing technology just because it exists. The participant needs to be thoughtfully providing honest and open responses to questions and not simply enjoy the experience of taking the survey. For this reason, more research needs to be put into investing rather than simply into making surveys games.
There have been a number of new elements added to the survey mix; web/mobile surveying, crowdsourcing, research panels, and market research online communities all provide new sources of data collection participants. Panels lend themselves particularly well to younger respondents due to the fact they are being paid and typically can complete a number of studies quickly and easily using mobile devices (the young person’s trusty side arm!).
Would you like an incentive with that?
From my experience, the youth today tend to be less motivated and making the surveys easy to get in front of the respondents is going to be key for getting participation. Incentives are also going to play a bigger and bigger role in getting completes.
Last but not least, another consideration is having research topics that are very specifically relevant to the target audience. Having a survey pop up on a teenager’s smart phone as they walk out of McDonald’s on their experience of the meal they just took along with an incentive for a free meal just might do the trick. This employs smart interviewing technologies and expensive incentives but will give the edge on getting the completes needed!
I welcome your thoughts and comments. Do not hesitate to post your thoughts below and I will respond. You can also contact me at firstname.lastname@example.org.
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