This pandemic is a unique opportunity for those of us in online quantitative market research. Results are coming in from every panel – response rates are growing. Panel registrations are rising as more of us work from home and more of us are looking for alternative ways to make money through this crisis. Not to discount this catastrophe, but it is a great opportunity for those of us in online quantitative research to grow. We have had feasibility challenges for years. We have had data quality challenges for years. There have been countless blogs written on the importance of mobile-friendly or mobile-first surveys. Have we finally solved that problem? We have been challenged by fraud and bots – have we as an industry put measures in place to effectively manage that?
Now is the time to see who has most improved the respondent experience. Those that have improved it the greatest will see amazing benefits as the pool of respondents grow. The best will hopefully create new long-term relationships with an entirely new group of people willing to give their opinions. I am hopeful this helps fill many of the gaps in online research, namely younger, ethnic, and lower-income, as we hopefully get closer to the U.S. Census proportions.
Let’s all hope that this industry effort pays off in this critical time.