Pizzazz in Research: Renewing the Rules of Engagement
Thursday 30th September 2010, Imperial College, London
In the face of declining response rates and increasing client demands, the survey research industry has slowly been re-inventing itself in the 21st century. In an industry based on scientific method and rigour, practitioners are ever more aware of the need to engage with respondents and clients in increasingly stimulating ways to avoid being branded boring and irrelevant. At the same time, we need to maintain the industry’s reputation for rigour, and not be accused of placing style over substance.
The aim of this conference was to mark out the current thinking in respondent and client engagement: the former in the survey methods and survey instrument design, and the latter in the presentation of survey results (and, dare we say it, insights).
Key topics included:
- Engaging survey methods
- Modernisation of survey instruments
- Dealing with web 2.0 data sources (blogs, tweets, Facebook etc.)
- Delivering information: beyond the cross-tab and powerpoint chart
The keynote speaker was Mike Cooke, Global Director of GfK NOP’s Online Centre of Excellence responsible for online strategy and research methodology. Mike presented an overview of how the research industry is developing to maintain engagement with respondents and clients.