In our interconnected world, achieving that goal is in some ways easier, and in many more ways more difficult. Until now, little data have existed to help researchers understand this basic question: how do we get consumers to engage with us and what do those folks look like?
Now in its second year, the GRIT Consumer Participation in Research (CPR) report is our effort to answer the who, what, when, where, and why of global consumer participation.
- Are “Frequent Responders” categorically different from “Fresh Responders”, and, if so, in what ways? Does this matter? Why?
- Is the difference significant enough that it should be of concern, or be of strategic benefit, to different stakeholders in the research process?
- Do the differences necessitate a form of ‘data triangulation’ whereby customers need to receive a blend of respondents, some “fresh”, and some less so? Or should all respondents be “fresh”? Why?
- Is there a confounding factor at play? If a majority of all responders online share a more dominant characteristic about which we do not know, such as intellectual curiosity (no matter how frequently they answer a survey), how much weight should we assign to the “freshness” findings shown here?
- The people who were intercepted are likely somewhat biased toward heavier Web users. Since one can make this same observation of all Web-based respondent data capture modalities, does this matter? Why?
- What are the implications that need to be addressed as an industry from these findings, specifically, for those who make data-based decisions?
We hope this report will become the go-to resource that researchers globally can use to validate and benchmark their own research. Enjoy!