If you have even a passing interest in pop music, you’ve probably heard that this month marks the 50th anniversary of the release of the Beatles’ classic 1967 album, “Sgt. Pepper’s Lonely Hearts Club Band.”
What you may not know, even if market research is your passion, is that the Beatles, wizardly visionaries that they were, used one of the album’s songs to foreshadow the Great Online Panel Disaster of 2017 by half a century.
“She’s Leaving Home” tells the sad tale of one generation literally being left behind as the new one sets out to claim its place in the world. Most people – well, virtually all people -- think it’s about a young woman who can’t stand living at home anymore, so she writes a farewell note and heads off to live the rest of her life, leaving her stunned mum and dad to ask where it all went wrong.
“Why would she treat us so thoughtlessly,” they ask. “How could she do this to me?”
We’re here to tell you that it’s all an elaborate metaphor. The bereft parents are online research. The teenaged “she” who leaves them is today’s public, which has had it with taking online surveys and insists on something new – something that respects and responds to the fact that the world now revolves around smartphones instead of desktops and laptops.
The harmonizing Beatles get to the crux of the matter in the last verse, making it clear that mobile consumers need something more from their research experiences, while baffled suppliers and buyers of online research panels can only wring their hands.
“She (what did we do that was wrong?)
Is having (we didn’t know it was wrong)
Fun (fun is the one thing money can’t buy).
Something inside that was always denied for so many years.
She’s leaving home, bye bye.”
In-app mobile surveys meet consumers where they want and need to be, by providing fun, engaging, seamless and technologically gratifying experiences on the phones they love. The Beatles knew it – and now you do, too.
Hey, music fans are entitled to their own interpretations, right? And every researcher is entitled to the engaged, tuned-in panel that’s the fundamental building block of the quality data and insights that are fundamental to smart business decisions. If panel problems are taking the fun – and the effectiveness – out of your work, we should talk. Just get in touch at email@example.com.