If you were at SampleCon 2022, you likely left excited about the drive towards better data quality for better business results. If you didn’t make it, we’ve put together a recap so you can catch up on key trends and future outlooks in B2B market research.
Eliminating Fraud from Data
It’s no secret that fraud is a top pain point for insights and business leaders tasked with sourcing data to inform million dollar decisions. This is where research firms carry responsibility to define the factors yielding fraud, and educate clients on the capabilities and incentives needed to fight fraud.
It’s imperative for research vendors to fix the broken panel model and deliver decision-quality data.
Fraud manifests in multiple ways:
- Unengaged respondents — after all, they’re being paid to be attentive to questions
- Impersonators — who manage to play their way through screeners
- Irrelevant — who don’t have the right domain expertise
- Out-of-date — who may have transitioned into different jobs and areas of applied experience
- Bots — who aren’t even human
Combatting fraud starts with understanding the factors and industry practices that have led to it. And then, it’s about enforcing standards for high quality data. If research companies let bad data exist, it drags us all down — both clients and vendors. Vendors face an imperative to fix the broken panel model and deliver decision-quality data.
Engaging the Next Generation of Respondents
For internet-based industries that move at lightning pace, so does the need for forward-thinking respondents to match. Social media and web3 platforms seek audiences that are fluid and evolving. This spans millennials to Gen Z creators who are active across category verticals (like food and gaming) and mediums (like the metaverse and crypto).
It takes automation capabilities and creative methods to find content creators — and then incentivize them to participate.
But social media influencer surveys are hard to field. Social media platforms must listen to diverse user needs. It takes automation capabilities and creative methods to find content creators — and then incentivize them to participate. In these cases, research firms must demonstrate that they bring innovative sourcing strategies to the table.
Future-Proofing Insights Practices
Work is never going back to normal, and neither will market research. Buyers have changed how and with whom they conduct insights work. They’re uninspired and tired of fraudulent samples and wasted budgets. They’re looking at supplier reputation and innovation, rather than just price and relationship.
In the context of multimillion dollar business decisions, custom B2B research will give executives the faith they need in their data.
Research firms must continually demonstrate industry expertise, technological capabilities, and creative thinking to deliver insights that match the pace of decision making. In the context of multimillion dollar business decisions, new tech and methods for B2B research are what will give executives the faith they need in their data.
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