April 21, 2011
Quality Research is Not (and Never Was) a Commodity
By David Day, President and Global CEO
Looking over the Spring 2011 GreenBook Research Industry Trends Report, which came out yesterday, I noted that, despite the myriad industry initiatives focused on the issue of online panel data quality over the past dozen years, this was still the top issue of concern cited by the survey respondents.
This echoes our experience at Lightspeed Research, as our clients are confronted with an increasingly wide spectrum of quality resulting from a range of respondent sourcing and validation methods, sample construction and data quality measures. Each one of these has significant impact on client data.
Clients expect high quality as a given and until recently assumed that all providers are the equal in this respect. From established global online panel providers at one end to rivers, aggregators and email lists at the other, panel buyers have a range of options as they choose the best samples for their research projects. Because increasing quality levels correspond with increasing price points, research buyers must understand the price/value equation and its implications on research results, and ultimately on the business decisions made based on their research projects.
Our view is that high quality research is not (and never was) a commodity and it is in the interests of both the buying and selling sides of research to understand this.
Category:Data Quality, Panel Quality
Posted on April 21, 2011
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