The 2016 edition of the GRIT Report shines a bright light on the massive transformation taking place in the market research industry. The report explores new topics such as the nature of partnership, the use of and satisfaction with panels, the evolution of survey best practices in the mobile age, training resources used by researchers, challenges that are keeping them up at night, and more.
While some of the results are intuitive and expected, others took us by surprise. Related to sample provider satisfaction, there appears to be too many buyers in the industry accepting the status quo resulting in very low levels of customer service. Here are some key takeaways and how the data compares to EMI’s Net Promoter Score (NPS) results with our existing clients.
Key GRIT Stats: Only 4% of buyers completely satisfied with their sample provider
- “While some survey researchers can make do with house lists and their own panel, 79% use panel providers
- “Only 40% of survey researchers who use panel providers are very or completely satisfied with the providers they work with”
- The attributes contributing the most to satisfaction:
- Quality of respondents
- Customer service
- Quantity / feasibility
Key EMI Stat: 65% of our customers are completely satisfied!
At EMI we live and breathe GRIT, defined as the raw endurance, perseverance, and passion that keep you going despite obstacles. As a team, it is our mission to dig deep and do whatever it takes to deliver on our commitments with the highest quality and best service available in the industry today.