Great Ideas from Research CEOs
One of the sessions I attended at the ARF Conference was a panel discussion that included the CEOs from Kantar, GFK, Nielsen, and TNS. Here is a sampling of responses wehn asked about what they could do better to drive data quality and increase the usefulness of research deliverables.
- Be bold in the delivery of insight and recommendations
- Think about what consumers are getting out of their survey experience
- Explore ways to better leverage technology
- Focus less on large sample sizes and more on research goals and objectives and how to meet them
- Make senior executives and researchers fill out surveys
- Continue to develop the ability to merge data sets
- Hire a better mix of researchers and non-researchers
And the big one is to remember that ensuring the quality of insights and data is a joint responsibility between suppliers and clients.
More to come...
Comments