GfK NOP takes leadership role amongst other key research organisations as an Advisory Board member
GfK NOP announces its support of Research Voice – the first data quality initiative to give voice to everyone in the marketing research industry – including the people who participate in research.
"The most important challenge we currently face in online research is how to meet people in a progressive research atmosphere that they find satisfying,” explains Mike Cooke, Global Director: Online Development, GfK NOP. "We need to establish a dialogue that will support decision making without alienating the people who participate in research."
Research Voice, initiated by Survey Sampling International (SSI), offers a unique opportunity for everyone involved in marketing research to transform and strengthen the research process.
As a collaborative program, Research Voice will conduct jointly funded research with the goal of providing a rich and enjoyable research experience for people, resulting in enhanced data quality.
"Much of the online quality problem rests with poorly designed questionnaires that are overly long and bore people,” stresses Kees de Jong, Chief Executive Officer, SSI, and Research Voice advisory board member. "We have an opportunity – and a responsibility – to engage people in the research process. The feeling is that people haven’t done a good enough job of that in the past and, in fact, have blamed respondents themselves for data quality. Through the right approaches, we can give respondents the chance to provide ‘good’ data.”
"Research Voice is committed to assessing research approaches, beginning with dialogue among suppliers, researchers, end clients, consultants, associations, and – what’s quite unique – even the people to whom researchers want to speak. Research Voice is a welcome framework for advancing our knowledge about research participants,” Cooke points out.
Members of the initiative are exploring progressive research environments which people will find more satisfying than today’s survey model.
Whether engaging people in surveys, asking them to take part in ethnographic exercises, or observing their behavior, they must emerge satisfied or they will not participate in future research activities.
The Research Voice Advisory Board includes senior members of Anderson Analytics, Bernett Research, Brainjuicer, Cambiar, InSites Consulting, Ipsos, M/A/R/C Research, Market Strategies International, MRops, Nielsen, and YouGov Polimetrix.
Associations, including the ARF, CASRO, and ESOMAR, are also looking into joining the Board.
"We welcome everyone’s presence and insights,” Cooke stresses. "Each idea voiced enhances the probability of growth and enrichment in our industry.”
To find out more, visit www.research-voice.com
London - 13 November 2009