Not a Small World after All: Are Your Surveys Reaching the Right Audiences?

Consumers are complex. Digitalization provides us with more and more consumer data to explore – and proving that we can no longer make assumptions about the behaviors and sentiments of any specific population. At Cint, we’ve presented at conferences (and even written a white paper) about how critical it is to connect all this data together in order to gain a holistic view of audiences. And primary research must be a part of this mix. There is no replacement when it comes to finding out exactly what makes your target audience tick. It gives you that all-important “why”.

We decided to do a little research of our own, accessing 3,000 respondents in the U.K., U.S. and India – split evenly among markets and generational groups – using our global sample exchange. We wanted to find out just what kind of balance people were looking for when it came to conducting their daily activities online versus in real life. We asked them questions about online fatigue, preferred shopping activities, and their expectations from brands for the future. While there were some similarities across generations and markets – such as conveniences offered by more streamlined digital shopping translating into face-to-face experiences in the future – we did find significant nuances among the various audiences.

While the full results of the study are fascinating, and can be found in our new white paper Convenience versus fatigue in a digital world, it is the challenges survey research faces today that I’d like to discuss here.

First, as I mentioned in our 2022 predictions blog, the demand for consumer insights has never been higher. As companies scramble to keep up with a consumer (and a marketplace) that is in constant flux, they need answers fast. This means a lot of surveys, and a lot of fast turnarounds. For our recent survey, we were able to turn the data around in just three days, and it is this kind of speed that the industry is seeking. But it really isn’t possible inside the constraints of our traditional primary research process, and we must begin to implement and rely on increasingly advanced technology to achieve the accuracy and speed the industry requires.

Second, this huge level of demand also means that we are experiencing an industry-wide constraint on sample, especially in the United States. Finding the right people for primary research projects is the first step toward greater understanding. And in today’s sample landscape, finding them means first accessing a large enough pool of highly profiled potential respondents in order to find those that can provide the best insights for your audience and your brand.

With all of us trying to adapt to our new normal, everyone is rushing to keep up with a changing landscape. Consumers are not behaving in predictable ways, and brands cannot afford to make assumptions about their audiences. Primary research is the only way to really access the “voice of the consumer”. I foresee this demand continuing, and the need for unique supply to be a key challenge in the future as well.