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August 17, 2016
The latest GRIT Report delves into the topic of sample quality, and whether technology is improving the situation or making matters worse.
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By Phil Moyer, Senior Director, Crowd Operations, InCrowd
The latest Greenbook Research Industry Trends (GRIT) Report delves into the topic of sample quality, and whether technology is improving the situation or making matters worse. Many new vendors and methods are now available to access physician samples and Greenbook raises an important, and timely, issue facing the life sciences market research industry.
“Is sample getting better or worse?” the GRIT report asks.
Perhaps unsurprisingly, the researchers found that answers to “sample quality” depended at least in part on professional affiliation.
“If you are in a full service firm, focus facility or a corporate researcher, you are far more likely (42% and 43% of respondents) to say ‘worse’,” the report said. “If you work for a data collection provider or sample provider, then it’s the opposite with 56% and 46% saying “better’.” This is likely due to how well your organization is leveraging technology to improve sample quality.
The “worse” camp is right to worry. Many who responded to GRIT “have a strong sense that there are only professional survey takers and fraudulent bots that are taking all the surveys because there is a race to the bottom in terms of cost.”
Those who see sample quality improving point out that technological advances don’t just cut costs, they can directly address many of the new and longstanding challenges to gathering reliable, high quality data.
With so many new entrants into the sample industry, and all vying for the attention of some of the busiest professionals we know – doctors, if you are in the life sciences – it is always wise to ask tough questions about your sample. Here are a few things to watch for:
Sample quality is the fundamental building block for actionable insights. Any doubts about the validity of your respondents or their answers will compromise your ability to make solid decisions and strategic recommendations, and undermine your entire market research project. With technology, market research is making huge strides in all aspects, including sample quality. Just make sure you know what questions to ask.
Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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