Despite seeming like a straightforward methodology, market research surveys can be complicated, and users can sometimes experience confusion or suspicion when examining survey results. This can occur when actual results contradict expectations, reveal missing demographics or disagree with other surveys covering the same topic. How can survey data be made more consistent and useful for understanding consumers?
While borrowing practices and methodologies from the social sciences, the industry falls behind in its transparency about the proper application of surveys for market research. This lack of transparency has resulted in a much-needed re-think of best practices of one of the most accessible and essential methodologies in market research to openly discuss them in a more tangible way.
This white paper will reveal common misconceptions, discuss different survey sampling techniques and recommend best practices on how to leverage and get the most out of your consumer surveys.