In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. In this fast-moving environment the chance to fail is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital (Marsh, 2012). The market space requires brands to validate their communication and advertising efforts before an actual market launch. Organisations are tracking more and more consumer perceptions on all valuable touchpoints. Businesses and marketers are striving for a more data-driven decision-making process. We need those hard-core numbers to help us select the ideas to take forward and the ones to leave behind. This need for fact-based decision-making is the reason why survey research remains a very powerful and commonly used research method.
The 2012 global research report by ESOMAR shows that no less than 76% of all market research projects conducted worldwide are in the field of quantitative research. The power of survey research lies in its validation strength, surveys helps us provide those (no) go decisions on a brand, product or strategy level. Yet, considering the stimulating innovations that have moved the research industry in the past years, surveys research has been lagging behind on several important aspects.
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