Should Panel Companies Lower Costs for Engaging Questionnaires?

Most people agree that including interactive elements in questionnaires is a good idea and produces similar data to traditional formats. From a research analyst perspective, i understand the "who cares then?" sentiment because good data is good data. But from a brand or panel company perspective its imperative to make participating in research a positive experience. After all, like any interaction, its a brand interaction that need to support your positioning in one way or another.

Thanks to Jen from iModerate for re purposing her CASRO presentation on this topic for the group at CMB earlier this week. It was interesting and sparked a great discussion about cost vs. benefit for research providers and panel companies in programming interactive elements. Seems to me that panel companies should actually discount data collection for more enjoyable surveys. It keeps panelists engaged and eager to participate more.

Perhaps that is too much common sense. What do you think?

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