If you’re talking to the wrong consumers, consumer data and consumer insights suffer. A recent GreenBook webinar called “Working Together To Improve Respondent Experience” reminded us of the deeply inadequate state of online consumer panels, and the threat it poses to your ability to do your job and secure your standing in the decision-making process.
Kristopher Sauriol, Senior Director of Global Research Insights for Visa, was one of the participants, and he summed up the problem and what’s at stake in just a few words:
“Your data is only as good as the people who are taking your survey….[But panel quality] is not always something research agencies are forthcoming about….you either should ask, or you should look at some other agencies that do consider this a factor.”
We’d take it just a step further. Accessing validated consumers who are fully engaged in sharing what you need to know is not just “a factor.” It’s the factor. Finding them is a matter of reaching them in their preferred environment, via their preferred technology, the mobile app.
MFour’s story, in a nutshell, is that we built the app, 2 million representative U.S. consumers have downloaded it, and these are the consumers who are best situated to give the insights industry “data…as good as the people who are taking your survey.”If you want a research partner whose entire business proposition is to provide you with quality, first-party consumers engaged by innovative, proprietary mobile research technology, just get in touch by clicking here.