Commentary
Rebooting Research: Surveys Should Be Quick, Accessible And Useful
- by Ray Schultz , Columnist, September 27, 2021
Information Age published an article today saying that market research has failed in its mission to help brands understand markets and customer segments. Todd Lebo, CEO of Ascend2, agrees — to an extent.
Lebo feels that marketers can benefit from quick, accessible research that can also be used for …
2 comments about "Rebooting Research: Surveys Should Be Quick, Accessible And Useful".
Read more comments >
Next story loading 
Oddly, accuracy didn't get a mention. There is a big difference between data and research.
There is an old axiom about research, that it is like a three-legged stool. The three legs are accuracy, speed and cost. You can't have all three. If you want the results to be approximate then it can be fast and cheap. If you want precision it will cost more and take longer.
John, I agree but we have to consider the purpose of the research as well. Many of the studies that we see reported on in the trade press and various media/advertising forums are what I refer to as propaganda studies designed to obtain answers that are favorable to the sponsor of the study and the basic sales pitch that is being made. The smarter manipulators try to disguise their purpose but in most of these studies the desired outcome is built into the questionning and sampling design---accuracy is the last thing that is wanted.