Radical Market Research Idea #2: Ban surveys longer than 15 minutes #MRX


An arrangement of psychoactive drugs

I know this is the right thing to do. You know this is the right thing to do. Market research suppliers, panel companies, sample companies all know this is the right thing to do. Clients know this is the right thing to do.

BUT…

We continue to write surveys longer than 60 minutes. We continue to program surveys longer than 60 minutes. We continue to say yes to surveys longer than 60 minutes. We continue to worry about straightlining and speeding and random responding and declining engagement. We are as addicted to long surveys as some people are to smoking and I am to sugar.

Here’s an idea.

Everyone – MRIA, MRA, CASRO, ESOMAR, MRS, AMSRS – You – right now – Let’s get together and work as one team. Draw a line in the sand. Say no to long surveys. Say no to drugs.

4 responses

  1. I disagree. It should be no more than 5 to 10 minutes long (on average). 60 minutes is not killing our industry, it’s 15-20 minutes of your precious time. Who has 15-20 minutes? I think the tipping point is really 5 minutes.KISS

    1. Wow. imagine if surveys really WERE 5 minutes long. People would actually look forward to answering them!🙂

  2. Hear hear!!! Tell the clients this survey is not a survey designed to answer all the questions you can dream of, this is a customer satisfaction survey or this is a market share survey or this is a shopper insights survey, not all three. If you want to do three projects, we will do three projects.

    1. You and I will change the world.🙂

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