GMIFY’s Post

In a recent ResearchLive article, the focus was on market research terminology that should be eliminated from our industry’s lexicon. I’m going to vote for the termination of “survey experience.” I’m seeing it more and more in industry articles lately and it needs to take a hike. Why? Because any elaboration of it always focuses solely on cutting down the length of surveys as though that alone will result in better data. That will help but it’s only part of the answer and small part at that. The correct term which isn’t used much is “respondent experience” since that encompasses not only what happens during the survey but what happens before the survey even starts, beginning at the moment an invite lands in a panelist’s inbox. If the pre-survey journey is fun, entertaining and enjoyable, the survey has a much better chance of being completed with good focus and that translates to good data. The problem is that today’s pre-survey journey is boring & frustrating but it doesn’t have to be. GMIFY – who knew? #mentalhealth #dataquality #marketresearch #insightsassociation #esomar #newmr

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