Brands need to recruit fresh samples for each survey to get effective consumer insights

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2019, 2:41 PM UTC

The average British respondent belongs to four different survey panels.

Brands need to survey new participants sourced outside of traditional panels, without repetitive respondents, to get useful data. This piece argues that people who repeatedly participate in online research surveys for financial gains are likely to give generalised answers.

When a fresh participant responds to a survey, they are more likely to provide honest responses. Regular survey participants learn the pattern of the questions and answer them with less thought. It results in weak data leading to poor decisions and ultimately, poor business outcomes.

The author contends that brands should “recruit fresh samples for each project” to get better quality data providing effective insights. He further suggests brands should reach interested respondents through advertising surveys on social media platforms.

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