Lost in Transmission: The “Telephone Game” of Sample Requests in Market Research

Improving sample requests for better results.

by Ariane Claire, myCLEARopinion Insights Hub

May 1, 2024

In the world of market research, the process of requesting market research sample often resembles a game of telephone. Like in the childhood game, where a message gets distorted as it passes from person to person, crucial details are usually omitted along the way. This can lead to confusion, inefficiency, and, ultimately, compromised research outcomes.

When a sample request begins, it may contain specific requirements and a detailed project scope description. However, as it reaches the panel provider, it can become distilled down to vague and incomplete information. Details such as survey length, target audience, and the reasoning behind certain specifications are often omitted, leaving the panel provider with more questions than answers.

How often have you encountered sample requests that started with detailed specifications but ended up looking like this? • Survey length: 15-25 minutes • Target audience: HVAC contractors • Incidence rate: 30%

Why would you whittle it down to that when the initial request was much more detailed, including: • Survey length varying based on brand awareness and product usage questions, targeting HVAC contractors in the U.S. • 30% of respondents work needed to be in commercial buildings • Requirement for experience with VRV/multi-split air conditioning systems

When selecting a sample partner, you want them to provide the best possible service to your client. With a clear understanding of the project's scope, the panel provider will be able to assess feasibility more accurately and provide an accurate quote for the sample. Omitting crucial details like these can lead to a range of issues, which can lead to project delays, increased costs, and compromised data quality.

Moreover, incomplete sample requests can lead to misalignment between the sample provider and the research objectives. Suppose the requester fails to specify critical details, such as the target audience or survey methodology. In that case, the sample provider may select respondents who do not accurately represent the target population, leading to biased or unrepresentative data.

Inaccurate sample quote requests lead to inefficiencies and compromised data quality and contribute to panel burnout, lower incidence rates (IRs), and even fraudulent behavior. When sample requests lack detailed and accurate information, panel providers may be forced to over-utilize their panel, contacting the same respondents multiple times for different projects. This can lead to respondent fatigue and lower response rates, ultimately impacting the quality of the sample. Additionally, without clear specifications, panel providers may struggle to accurately match respondents to surveys, potentially resulting in fraudulent responses from individuals who do not meet the survey criteria but participate anyway.

Improving the quality of sample requests is essential for ensuring the integrity and validity of market research studies. Requesters should provide detailed and accurate information to sample providers, including clear objectives, target audience specifications, survey methodology, and other relevant details. If they don’t have it, they should request it and get the bigger picture of the project before farming out sample requests. By doing so, researchers can minimize the risk of miscommunication, ensure the accuracy of sample selection, and ultimately enhance the overall quality of their data and research.

We must shift our approach from working against each other to working collaboratively. Panel partners offer more than just samples; they can assist in defining your target audience and achieving your research objectives. It's time to stop whispering on the other end of the “telephone line” and start communicating clearly. Transparency and communication are crucial for ensuring data quality.

Q&A Session

Q1: How can market researchers ensure that all crucial details and specifications are included in the initial sample request to avoid the "telephone game" effect and maintain data quality throughout the research process?

A1: When requesting a sample quote, provide a clear and detailed description of the project scope, objectives, and target audience requirements in the initial sample request. This can be achieved by using standardized templates for sample requests to ensure that all necessary information is included. You can also involve all the key players in the research, , including the research team, clients, and panel providers, in the initial discussion to clarify requirements and expectations. Additionally, it's important to maintain regular communication with panel providers throughout the project - from bid stage to fieldwork - to address any questions or concerns that may arise and inform of any change of scope or targeting for the project. Another key point that is not often provided to a sample source is to provide context for the sample request, including the purpose of the research, target audience demographics, and any specific survey requirements. By following these strategies, market researchers can help ensure that all crucial details and specifications are included in the initial sample request, thereby minimizing the risk of miscommunication and maintaining data quality throughout the research process.

Q2: In what ways can improved collaboration and communication between market researchers and panel providers lead to more accurate sample selection, higher response rates, and overall better research outcomes?

A2: Improved collaboration and communication between market researchers and panel providers can lead to more accurate sample selection, higher response rates, and overall better research outcomes. Providing a clear understanding of research objectives ensures leads to more accurate sample selection that aligns with the study's goals. Collaborating with your sample provider and utilizing them as a research partner rather than a vendor/client can only enhance sample quality. Collaboration allows for the identification of specific sample requirements, such as demographics or industry experience, leading to higher-quality respondents who are more likely to provide relevant insights. Additionally, by working closely together, researchers and panel providers can identify and mitigate sources of bias in the sample selection process, resulting in more representative data. One of the best collaborative efforts is speaking to your panel provider about survey design. You understand the research needs for your client but you sample provider understand the respondents. This type of collaboration can lead to the development of surveys that are more engaging and relevant to respondents, increasing the likelihood of higher response rates. Maintain consistent communication and timely feedback with your provider enables researchers to make adjustments as needed to improve outcomes. This type of open communication fosters greater transparency in the research process, building trust between researchers, panel providers, and respondents. Overall, improved collaboration and communication create a more efficient and effective research process, leading to more accurate sample selection, higher response rates, and better research outcomes.

Q3: What specific strategies can be implemented to prevent panel burnout, lower incidence rates, and fraudulent behavior that may result from incomplete or inaccurate sample requests?

A3: Ensure that sample requests contain clear and detailed specifications, including survey length, target audience demographics, and any specific requirements. This helps panel providers select appropriate respondents and reduces the need for multiple contacts with the same panelists. Include screening questions in the survey to verify respondents' qualifications and prevent fraudulent behavior. Ensure the screener is optimized and only contains screening and or quota-based questions. Prioritize screening questions based on their importance in determining eligibility for the survey. Start with the most critical questions and only ask additional questions if needed. Work closely with clients and panel providers, to identify and prioritize the most relevant screening criteria. This collaboration can help ensure that screening questions are aligned with the research objectives.

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