It’s time to stop thinking about sample as a commodity. JD Deitch’s latest article on the Insights Association blog challenges the industry to start thinking about sample suppliers as partners, distinguishable by much more than pricing. He writes “sampling is a fundamental pillar of what we do as market researchers, and yet many lack confidence in panel and sample companies to uphold their end of the bargain and provide the foundation for quality insights.”As sample suppliers start to wield technology in significant ways, their potential as a true partner in uncovering quality insights is rising. Proper implementation of technology like automation can not only deliver on time and cost savings, but also address a wide number of common problems. Automation and technology can provide:

  • Precise sample targeting across hundreds of qualifiers
  • Better respondent engagement resulting in better data quality
  • Instant detection and correction of anomalies in field
  • Fraud mitigation that uses artificial intelligence to better detect and combat fraud
  • Faster, more dependable and more accurate feasibility estimates built upon a greater number of factors
  • Improved recruitment that positively impacts feasibility estimates, response times and economics
  • Smooth and speedy information exchange via APIs

While these are all distinct possibilities in moving the industry forward, and positioning sample companies as less of a commodity, change is a difficult and slow process. Incremental improvements only add to the perception of commoditization, and sample companies need to step up and show a “concrete commitment to things like improving respondent experience, mitigating fraud, utilizing technology to achieve better field outcomes and displaying process transparency. Only by doing this will perceptions of sample companies change and meaningful improvements in data quality be possible.”

For the complete article, visit the Insights Association blog.