Why the market research industry desperately needs shorter surveys
Hi there,
It's such a relief to see the first signs of Spring! I hope you've been enjoying the glorious weather we've been having.
It's been another busy month for us here at Omnisis. We've welcomed two new faces to the team - Sabrina has joined us this month as Senior Data Analyst and Stephen, our new Operations Consultant, will be joining us shortly in May.
I hope you enjoy this edition of our monthly newsletter.
An overwhelming majority of voters want the Conservatives to ban Russian donations to the party, according to an exclusive poll we undertook in collaboration with Byline Times.
Amid the news that Vladimir Putin has launched an invasion of Ukraine, 75% of those surveyed said that the Conservatives should ban donations from Russian citizens.
A ban on Conservative-Russian donations is even supported by the vast majority (71%) of people who currently intend to vote for the Conservatives at the next general election – along with 80% who intend to vote for the Labour Party, and 79% of those who voted for Britain to leave the European Union in 2016.
The idea is supported by more than 70% of people in every region and nation of the UK, and every social group.
Over the past few years, we’ve started to see a real disconnect between what clients want from their surveys and what respondents need to remain engaged and to complete them.
Clients want to script longer surveys because it’s more cost-effective for them to do so - however as peoples’ lives are getting busier and more hectic, they simply don’t have the time nor the inclination to complete a clunky 25-minute survey.
As a result, we’re finding that respondent rates are dropping - and whereas once a 30-minute survey would be commonplace, now as an industry we are struggling to maintain the attention of panel respondents for a 15-20 minute survey. But why?
UK consumer confidence down seven points says GFK Index
GfK’s long-running Consumer Confidence Index decreased seven points to -26 in February. All measures were down in comparison to the previous announcement made on 21 January.
Kantar and Affectiva examine eco trends in advertising
New analysis from Kantar and consulting company Affectiva has revealed how to get sustainability in advertising right.
Closing the opportunity gap - how the research industry can help
Prof Dan Breznitz’s fascinating keynote points to some important opportunities to close the opportunity gap and help deliver this essential agenda.
His vision of collaboration between local government, business, academia and communities is an inspiring one, writes Anastasia Knox, Associate Partner, BritainThinks.
As always, thanks for reading.
Brian