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Archive for the ‘member rewards’ tag

Sample Quality is a Function of Sample Pricing

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by Matt Dusig, co-founder & CEO

I recently attended a session on online panel quality at the ESOMAR Congress in Amsterdam. The discussion, led by a panel of experts, digressed from quality to privacy, and I found myself wondering why price, a critical factor that affects online panel quality, was omitted from the debate.

In my previous blog post on sample quality, I emphasized the importance of viewing sample frames as groups of real people. I also suggested that the pricing model for sample should shift from strictly cost-per-complete-based pricing to cost-per-finish pricing.. This model would allow invited respondents to always be rewarded for their time spent attempting or completing surveys.

Why am I so passionate about price point? I believe the MR industry is in danger of putting a tourniquet around the supply side of our business. Many market research companies are being continuously pressured to provide the highest quality service at lower prices. Consequently, as pricing pressure occurs, it squeezes the cost that sample suppliers can charge, and creates bidding scenarios where the lowest price wins. The challenge: Most research firms want attentive, thoughtful answers (quality sample), but many internal research teams ordering sample are rewarded for obtaining the lowest-cost sample.

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Sensitivity to Sample: Why Customization and Variety are Key to Sample Quality

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by Lisa Wilding-Brown, VP Panel Operations

Lisa Wilding-Brown has over a decade of experience in the market research industry. Wilding-Brown is responsible for panel development & management at uSamp — in particular publisher management/recruiting, member engagement, profiling and rewards. Before joining uSamp in 2009, Lisa served as the Panel Loyalty & Retention Manager at Harris Interactive. Wilding-Brown was instrumental in the development and management of the Harris Poll Online, one of the first online market research panels in the industry and spearheaded the development of over 40 specialty panels, which increased targeting capabilities significantly. Wilding-Brown is a graduate of the State University of New York at Geneseo with a BA in both Communication & International Relations.

In a previous post, uSamp CEO, Matt Dusig wrote about sample burn and asked us to consider panelists as people. Matt’s blog entry resonated with many across the industry including yours truly. All too often, we refer to panelists as sample, but in reality these samples are our neighbors, colleagues, friends and family. As a professional who has been building and managing online research panels for over a decade, I have had a front-row seat to the many challenges of online research panel building. The demands in our space have changed dramatically over the years.

While it is more convenient and cost-effective to obtain low-incidence populations online vs. traditional methodologies such as phone, the inventory of online research opportunities has becoming increasingly difficult as a result. The proliferation of online panels coupled with the abundance of social media channels has generated a fiercely competitive and over-stimulating environment for the average online user. Throw a world recession into the mix and you have an interesting dichotomy of new growth and economic anxiety. Somewhere along the way, the countless pressures of our industry have put the squeeze on our most precious resource: the people who participate in our research.

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