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Friday, 27 November 2015

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Market research in 2010: In a word...


MUTINY I hope to see a revolt against the long suffered debates on quality & access panels (convenience samples). Enough is enough, it’s time to fix it – we’ve speculated, experimented, analyzed & some have even pointed fingers. Now it’s time to put this baby to bed and move on with a solution. The expert comments showcased in this article share a common theme that correlates to what I’ve been calling “Confessions of an Ostrich” – an era in Market Research, where all constituents (large, small, end client, consultant, supplier, buyer and all that’s in between), have been handcuffed to ignoring critical issues that are compromising the value of this industry. I especially agree with Macfarlane, Poynter & Jennings predictions. How can this industry re-trace its origins of probability theory? Certainly not thru online access panels – but phone just keeps getting worse. So – we need to better understand the inferior alternatives, put your online access vendors (panels) in check. Our governing bodies are too chicken to endorse the idea of online panel audits, let alone mandate them. This leaves us to make better use of methodologies that we can trust and project results with – qualitative techniques in nature…. We have been on the fence for years, paradigm shift, breaking point – cliché, cliché, cliché… 2010 will be the final straw that broke the camel’s back (my favorite cliché, so fitting). Either go qual/community or go mobile/mixed mode or force the panel companies to share all….. or GO HOME!

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7:51 pm