GMIFY

A new study in Nature estimates that each storm and hurricane in the U.S. leads to 7,000 to 11,000 excess deaths in the 15 years after the actual storm. And part of that may be due, the study notes, to the way the heightened physical and mental stress of experiencing the storms may alter long-range health. When you cut through it, it’s all about a horrific event basically living on beyond the event and wreaking havoc. And while there’s nothing in market research that compares to it, for a second, let’s think about panels & panelists because a lousy respondent experience complete with repetitive demos & lengthy surveys, topped off by the lack of an association between the panel company & the panelist is certain to mean continued problems down the road resulting in quota issues and poor data. GMIFY was built to bring loyalty into the mix and by doing so, move away from the catastrophic conditions mentioned above. #dataquality #marketresearch #insightsassociation #esomar #newmr

In a recent McKinsey & Company piece, Only McKinsey Perspectives, the following was said about leaders, “Employees whose leaders empower them to make decisions are also over three times more likely to say that their organization’s delegated decisions were swift and high-quality.” Let’s use that logic when it comes to panelists and panel companies which leaves us with…Panelists whose panel companies empower them through enjoyment & entertainment are more likely to say their organization’s surveys received better engagement & focus. Now we just need to get there and that’s why GMIFY was built. #dataquality #marketresearch #insightsassociation #esomar #newmr

From the written word to t shirts, F*CK Survey Fraud has become the battle cry of the industry and rightly so. Fraudulent data is garbage and when used can result in extremely poor decision-making. But thinking that overcoming survey fraud puts you in the world of quality data is incredibly naïve and can also result in poor decision-making. Why? Well, just because the data isn’t fraudulent that doesn’t mean that engaged panelists put great focus into the survey questions they were answering. It also doesn’t mean when they saw the invite sitting in their inbox they were enthused and jumped on the opportunity. It’s also possible that while the survey questions may have been interesting, they were never answered because the invite was bland and the panel company behind the invite doesn’t elicit anything exciting to the panelist. So let’s add a new t shirt to everyone’s wardrobe, F*CK the Boring Respondent Experience. You may need an XL to capture all the words but it’s worth it to keep it top-of-mind. GMIFY will allow the industry to toss these latest F*CK creations. #dataquality #marketresearch #insightsassociation #esomar #newmr

Recently, in scanning an innovative market research company’s claim to fame when it comes to online sample, they were mentioning that their market research tools provide both quality data and target audience delivery that market researchers can count on and that their unique data quality measures & field management features make it an optimal sample solution. In backing up this claim, the company mentioned things like automated fielding, fraud prevention, sample management, deduplication & support. But when you’re talking about data quality there was no mention of what’s at the heart of it all: an engaged panelist because if you don’t have that in place, all the stuff mentioned above is just a bunch of useless words. GMIFY was built to address how to create an environment where engaged panelists flourish because if you put that together with the above, now you have something. #dataquality #marketresearch #insightsassociation #esomar #newmr

“Lagom” is a Swedish term meaning “not too much, not too little” and in many ways it nicely sums up the essence of GMIFY. Our industry doesn’t need a new tech-driven tool that results in lengthy research applications for panelists – we’ve got more than enough at this point. But there isn’t much in that sweet spot where the exercise isn’t taxing but the results are powerful and that’s the space that GMIFY occupies. For the panelist, “not too much, not too little” means an opportunity to be engaged, have fun and put forth a good effort that produces good data. What more could you ask for? #dataquality #marketresearch #insightsassociation #esomar #newmr

Humanity in the Age of AI is a fascinating case study from Jennifer Aaker & Sophie Hamilton of Stanford’s Graduate School of Business. They argue that essential human qualities have atrophied in our modern world and having been around market research for many decades, the same can probably be said for panelists as well. They say the goal is to make us more conscious, emotionally intelligent, moral, spiritual and creative and if we can do that, we can unleash more. GMIFY desires to accomplish that for its panelists and by doing so, give the industry greater confidence in the data being produced. #dataquality #marketresearch #insightsassociation #esomar #newmr

In a beautifully written piece on LinkedIn recently by Sophy Protonotariou, CEO at The Growth Challenge, she said “inshine is not always an insight…shiny conclusions are like Faux Bijoux, they are getting fashionable and upgrade your look at first sight, but they will never carry the value of true gold.” When you dig deeper, what’s really being discussed is if the respondent experience is garbage, the data being generated is more shine than insight; in other words, you have nothing to make valuable decisions on but nonetheless decisions will be made and mistakes will result. At the heart of GMIFY is a great respondent experience because without it, you keep saying hello to disgusting, foul-smelling, putrid market research garbage. #dataquality #marketresearch #insightsassociation #esomar #newmr

If you’re six feet tall but want to appear taller, there’s a simple solution – start hanging around with shorter people. Believe it or not, the same logic applies when it comes to wanting greater engagement and focus from your panelists completing traditionally boring surveys. If you put panelists in an environment where fun, enjoyment and entertainment serve as the foundation, it stands to reason that they may just do a better job, even when it comes to surveys that have too many questions and ooze boredom. GMIFY, through its unique gamification elements such as majority or minority prediction, wagering, its very own content and tournament play, can give a needed jolt to traditional surveys. #dataquality #marketresearch #insightsassociation #esomar #newmr

For many years our industry’s fixation naturally focused on the surveys completed by panelists and their message has been consistently clear - shorten them up, make them tighter and more focused. But Methuselah may have been the first to utter it. Market research refers to it as the survey experience but the above message seems to have fallen on deaf ears. What our industry is sadly missing is that the survey experience is only a slice of the pie. Folks, it’s really all about the total respondent experience, of which the survey is only a part. So, what is the survey experience? Let’s start with the panel company impression that rattles around a panelist’s head from time to time. Does it bring a smile to the panelist’s face, does it produce frustration or is it plain vanilla in nature with no real impression? Then we move to the invite sitting in a panelist’s inbox amidst their clutter of emails. Does it jump off the page or it indistinguishable? Now it’s time for the instructions that either take you on a pleasurable journey or thrust you into a brick wall leading you to the screener questions that you seem to answer innumerable times. Notice we haven’t gotten to the very last slice of the pie yet – the actual survey! Even if surveys don’t dramatically change and if time tells us anything, they may not - by creating a better overall respondent experience, a hallmark of GMIFY, surveys will still receive better focus with better data produced. #dataquality #marketresearch #insightsassociation #esomar #newmr

A leading global research company, on their website, indicated these are the five things you can do to keep your research participants happy: (1) Offer each market research participant an incentive for their time such as a gift card, merchandise or money (2) Keep the process short & sweet when it comes to surveys or discussion guides with the goal being brief but targeted (3) Tailor questions to your audience to get meaningful responses, in other words, get participants’ thoughts without bogging them down (4) Personalize when possible when it comes to the invites sent to panelists and (5) Ask respondents for feedback on the research process so that they feel part of things. These are simply the five things that prevent a panelist from being angry but they have absolutely nothing to do with a panelist being happy. They are simply table stakes, nothing more, nothing less. Now these are the five things that can truly make participants happy: (1) Make them feel more like players by being able to participate when the urge strikes (2) Make the entire respondent experience feel more game-like than survey-like (3) Turn any survey into a gaming opportunity (4) Introduce a fun, competitive spirit into any task and (5) Give participants a chance to compare themselves against others through tournaments. #dataquality #marketresearch #insightsassociation #esomar #newmr