EMI's 2nd Annual
Online Research Symposium
EMI Surveys
hosted its second annual Online
Symposium on April 16, 2008, at Nada
in downtown Cincinnati. Besides
being treated to excellent food from
Cincinnati’s “Best New Restaurant”,
attendees experienced a great
networking opportunity and an even
better discussion specifically
related to online sample sourcing.
The format was
an open forum and included
representatives from many leading
market research firms in the
Cincinnati area. The session was
very engaging for all attendees,
with everyone sharing their own best
practices relating to selecting the
right sample source for individual
projects. We also discussed sample
source ‘red flags’, coming up with a
list of what should get extra
attention from researchers.
Ultimately, the goal was to leave
the discussion with a relative
consensus for these best practices
as we all work towards the highest
quality sample possible.
Best Practices 2008
Discovery
-
Leverage Industry Tools - ESOMAR
26 (and similar)
Assessment
-
Conduct a side by side
comparison of data from new
supplier and a trusted supplier
-
Ensure accurate targeting
-
Validate demos with an outside
source
-
Expect organized and realistic
proposals
-
Evaluate cost/value
-
Investigate panel recruitment
methods
-
Investigate panel management
standards (ex: what limitations
do they have on invites or
surveys per month, how do they
handle professional respondents,
etc.)
Implementation Process
-
Ask for Referrals
-
Value add via insightful and
accurate proposals
-
Make sure you are given what you
ask for in a project
-
Accountability
-
Debrief after each new project
to address any issues or
concerns, and set future
expectations
-
Build a relationship to ensure
trust, responsibility, and
flexibility
Red flags
-
Paid Survey.com ads for
recruiting
-
Too many emails to panelists
(join the panel yourself!)
-
Poor Incentives or panel care
-
Lack of transparency
To everyone who
made it to our special event, thank
you for your reflections, insight
and suggestions! We look forward to
continuing this discussion and
improving sample quality in the
online research space.
If you have any
additional thoughts or would like to
discuss the outcomes in greater
detail, please do not hesitate to
call EMI today!
Sincerely,
The EMI Team
