MarketTools Blog

The latest GreenBook Research Industry Trends (GRIT) Report got me thinking about the differences in the way market research clients and research suppliers think about online sample.

If you ask clients, data quality is high on their list of concerns: in the GRIT Report, 90% of research clients rated “provides highest data quality” as an important or very important quality in a research provider.  They ranked data quality 5th out of the 25 qualities tested in the survey, and only qualities related to customer service rank higher.

But suppliers placed much less importance on data quality.  Only 69% of the suppliers who provide clients with online survey sample ranked data quality as important or very important, placing it 18th on their list of priorities. Suppliers are also more likely to see market research as a commodity while clients are more likely to see distinctions amongst suppliers in the market.

The report also indicates that both groups believe that clients are left out of the conversation about data quality. 71% of all survey respondents think that “the quality of online panel sample is worse than most clients believe.” 

Research suppliers play an important role in the debate about online sample quality.  Full service research firms, consultants and technology providers often act as brokers and buy online sample on their clients’ behalf. Suppliers have an opportunity to educate their clients about the difference in online sample providers, but the survey shows that these conversations aren’t happening.

So what’s behind the disconnect between the two groups? Are research suppliers asking their clients the right questions?    Do clients wish for quality, but select vendors based on price and timing?  And when it comes to selecting sample sources, who’s really setting the criteria?

Suppliers take a big risk by keeping their clients in the dark about sample quality issues. 40% of clients responding to the survey say that the “quality of sample” is forcing them to change their data collection methods and 31% of clients say they are “actively looking for better sample.” Suppliers should see these numbers as a threat to their business and an opportunity to take a lead in the sample quality conversation.