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FEATURE15 December 2017

Best Innovation: GfK

Awards Features Innovations UK

At the 2017 MRS Research Live awards GfK won the best innovation award, and also took home a highly commended.

In a typical 26 – 30-minute online survey, 25% of respondents drop off before reaching the end; and fall off rates are even higher if they are on a mobile device or the survey is longer. Tackling the problem of sustaining participation in longer surveys was the crux of GfK’s innovation.

Keeping respondents engaged in surveys is vital for market research and the insight it provides brands so, in response, GfK developed and tested a solution – Split Questionnaire Design.

By designing modular structures for questionnaires, GfK can ask respondents only part of the full survey and impute responses to missing questions using a Linear Imputation algorithm it has created, so respondents don’t have to answer every question.

It imputes unasked questions using predictive mean matching (PMM) – it assumes how some respondents would have answered certain questions based on how other similar respondents have replied.

Through extensive trial, GfK has proved a high degree of predictive accuracy and the approach has halved completion times, increased response rates and reduced fieldwork budgets. 

Corrine Moy, global director of marketing science, GfK said: “GfK is investing substantially in innovation – developing new research approaches to respond to changes in client needs and consumer experiences. To win the Innovation award and receive a commendation for our two entries is a great vindication that our efforts are bearing fruit.”

The judges said “We were struck by the intelligence and originality of GfK’s innovation and the team were also able to provide compelling evidence of its efficacy. This concept is revolutionary, with the potential to transform the industry.”

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