those investing in campaigns based on the intelligence gathered should be confident of the integrity of the insight source
DIY market research has boomed in popularity as marketers have realized the benefits of gaining insight quickly and cost effectively. To ensure campaigns resonate with their audiences, they should also verify the quality of respondent communities they are surveying, says Cint, a global provider of market intelligence solutions.
With investment being significant in most cases for marketing campaigns, it is crucial to make certain activity is worthwhile and provides a good return. The availability of DIY research makes it easier and more accessible to do this economically. However, if the survey panel isn't properly validated or maintained, the research, and therefore the campaigns it informs, is likely to be a bad investment.
Cint’s CEO, Bo Mattsson, explains: “The plethora of ways to gather market insight in the modern world, via channels such as social networks and quick online surveys, means that many marketers are taking the opportunity to capitalize on ease of access to opinions. However, those investing in campaigns based on the intelligence gathered should be confident of the integrity of the insight source.
"Marketers should consider a variety of factors such as how the panel participants being used are sourced. For instance, do they encompass both the internet savvy and those that aren't? Is duplication of respondents across several sources negated and can communities be verified as having an authentic interest in the brand’s sector?
“The answers to these questions will provide vital information as to whether the panel is credible and fit for purpose. Basing any campaign on precarious insight is money wasted and, in both a competitive arena and cost-conscious era, it can be detrimental to any business or brand."
Cint's range of DIY market intelligence tools allows brands and businesses to carry out consumer research with any demographic from a pool of over seven million people. All panel respondents have been recruited by trusted brands, media and not-for-profit organizations in 50 countries. For further information, please visit www.cint.com.
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