Tag Archives: Survey respondents

Rats, Responders, or Consumers: What do we call these people?

As scientists and researchers, the lowly or lovely rat,
depending on your perspective, has allowed us to research many things over the
century. Rats have told us how live tissue responds to a variety of diseases
and drugs. Rats have also taught us about concepts like positive reinforcement,
punishment, socialization, team work, and much more. Rats have taught us so
much that for a long time, we used the same vernacular in our research with
human rats, or ‘subjects’ as we more kindly referred to them.
Over time, we realized that even that kind term wasn’t as
nice as what we’d been led to believe. The term ‘subjects’ still seemed to infer
that humans were disposable live samples to be treated and mistreated however
we desired. Clearly, treating our moms, granddads, and loved ones as subjects
didn’t feel right.
In recent years, we’ve worked hard to find words that more
aptly described what we perceived the relationship between research and human
subject to be. We sought words that focused more on the contributions our
humans made, on the respect and trust we have in them, on the effort and
passion they’ve gladly given us. We stumbled over words like responders,
participants, consumers, and people, each one of them lacking in various ways
to truly describe what really takes place.
But have we ever asked the human subject what they wanted to
be called? I hazard a guess that for most people, the answer is no! Recently, I
had the opportunity to do just that. I was able to simply ask a human subject
what they wish to be called. And the answer was surprisingly simple.
‘Call me your client.’ Full stop.
That never occurred to me before.
But really, when you think about it, aren’t people,
responders, participants, humans, consumers really our clients? We conduct all
this marketing research to provide better products and services for them. Which
means, of course, that they are our clients. How did it take me decades to get
to that answer? I really don’t know but at least now I have a good answer.

And on that note, perhaps I will pop into a #FOCI14 presentation by Kelley Peters, Neil Fleming, and Emily Stern of Post Foods when
they discuss how consumers are people too.
Annie Pettit, PhD is the Chief Research
Officer at Peanut Labs, a company specializing in self-serve panel sample. Annie is a methodologist focused on data quality, listening
research, and survey methods. She won Best Methodological Paper at Esomar 2013,
and the 2011 AMA David K. Hardin Award. Annie tweets at @LoveStats and can be reached at annie@peanutlabs.com.

The value of the tablet to market research

From April to September 2011, there was a 73%  increase in the number of emails open on a tablet.  One of the most popular ways for market researchers to collect survey results from respondents is to send emails.  This coupled with the ease and use and portability of the device gives Market Researchers a whole new world to examine when it comes to collecting results for surveys.

However, Kinesis Surveys cations that Market Research not get completely caught up in the new trend, as many consumers are still working on all platforms, and that it is very important to continue to offer the surveys where the consumer will take them, which still includes the PC and via SmartPhones. The need for an integrated, multi modal research plan is more important than ever.

At The Market Research Technology Event, Roxana Strohmenger, Analyst, Forrester, will be on hand to present “Leveraging An Integrative Approach With Multiple Mobile Techniques To Get A Richer Understanding Of The Brazilian Consumer” will look at how Forrester did research in Brazil to get a complete understanding of their customer – connecting with them in the survey format that best suited their customer.  For more information on this presentation and the rest of the event, download the brochure here.  Also, as a reader of this blog, mention code MRTECH12BLOG to save 15% off the standard rate when you register to join us this April in Las Vegas!

In the past year, the tablet has already caused large waves to roll through the traditional market research methods.  What do you see as the role of tablets in market research technology in 10 years?