Declines in survey participation and challenges in sample recruitment, particularly among certain demographic groups, are well-documented in our industry. Statistical techniques, like re-weighting, have allowed researchers to overcome some of these issues. But, what if the differences between panelists and non-panelists go beyond basic demography? What if there are more dangerous, hidden psychographic biases among paid survey panelists? How could they be affecting research in areas like brand measurement and purchase intent?
In February, our CEO John Dick gave the most talked-about presentation at the Quirk’s Market Research Conference, sharing groundbreaking research on paid survey panelists and how they differ from the general population. This first-of-its kind study of over 20,000 consumers found critical psychographic differences among panelists that fundamentally affect survey outcomes. For anyone who uses panel-derived research to drive business decisions or KPIs, the findings were enlightening to say the least. Since this is such a popular topic, we are hosting a webcast where John will be presenting the research, with even more findings. Be sure to register in advance for it here.
Attendees will hear him discuss:
• How the 15% of U.S. adults who participate in some kind of online panel are different from the 1/3rd of those (“Super-Panelists”) who belong to more than one.
• How panelists differ from the general population.
• What we know about panelists’ shopping behaviors, media consumption, technology usage, and much more.
• What we can learn after running a comprehensive brand indexing study conducted on 239 U.S. brands across numerous industries. Spoiler Alert: The results were much different among a sample of paid survey respondents than the general U.S. population. Brands like Starbucks, Under Armour, T-Mobile, Taco Bell, and others will be quite surprised.
Learn more by attending our webinar on March 24, 2016: “BEWARE the Paid Survey Panelist.”