Research

We anticipate some big projects in research, but we have to leave them unannounced. In the meantime, we would like to share some statistics from recent studies and quotations from industry luminaries that are influencing our thinking.

At CASRO 2006, our good friends at comScore shared the following results:

• Average panelist belongs to at least 5 panels
• Heavy survey takers account for 81% of all survey responses
• Ultra-heavy (3+ per day) account for 34% of all survey responses

At the Respondent Cooperation Conference in September, 2006, Kim Dedeker, VP Consumer & Market Knowledge for P&G remarked:

"Two surveys a week apart by the same online supplier yielded different recommendations … we’re having problems moving from concept to launch … the problem boils down to data integrity and methodology, with respondent participation one problem factor … I never thought I was trading quality for cost savings."

Similarly, Shari Morwood, VP Worldwide Market Research for IBM commented:

"It’s like the hole in the ozone layer. Everyone knows it’s a growing problem. But they just ignore it and go on to the next project."

Keep an eye on our blog for announcements and more information as things develop.