Challenges in Modern Market Research

Seesaw with red and greenWebinar: Thursday 29 August
Live broadcast 10am New York (3pm London)

The slides and recordings can be accessed by clicking here.

This webinar has three presentations:

  • The Morality of Market Research in the Age of A.I.
    An opinion piece by Andrew Konya
  • Should brands take a stand?
    A short opinion piece by Karen Tibbals
  • How to weight online data
    A 20-minute presentation by Jeffrey Henning

 

Jeffrey HenningHow to weight online data
Jeffrey Henning, MRII
The industry thinking on weighting nonprobability surveys is changing. Most online survey software doesn’t offer weighting, and traditionally the advice has been that weighting nonprobability surveys doesn’t improve the results and can even skew the findings. A key reason not to weight is that nonresponse bias from key demographics can’t be corrected through weighting: for instance, senior citizens are underrepresented in online surveys and those who do participate differ significantly from nonresponders in health, education, and engagement with technology.

Yet weighting of nonprobability surveys has been on the rise among public opinion researchers and deserves broader consideration among market researchers. Four key reasons that researchers should consider weighting:

  1. Weighting, done right, improves the representativeness of the results.
  2. Weighting forces the demographics to more closely match the market, reducing client anxiety.
  3. Weighting compensates for incomplete quota cells and can minimize the effects of unintentionally interlocking quotas.
  4. Weighting produces meaningful toplines in surveys with deliberate oversamples.

Jeffrey Henning, PRC will spell out how and when to weight your online surveys, with appropriate caveats and advice for when not to weight such surveys.

Karen TibbalsShould brands take a stand? How Insight Teams can help brands make a better decision
Karen Tibbals, Ethical Frames
Fed by the high-profile Nike Colin Kaepernick campaign, the idea that brands should take a stand on social issues is gaining prominence. Surveys show that millennials claim they want brands to take a stand. But when they do, the brand doesn’t necessarily benefit as much as they expect. For example, a recent survey found that only 12% of young people had a top of mind association of a cause with a brand. What has been lost is in this debate, is that surveys overstate what is really going on. That’s because in the real-world people make trade offs that surveys don’t capture. This presentation will review how to conduct market research to help brands make more realistic decisions about whether a brand should take a stand on a social issue.

Andrew KonyaThe Morality of Market Research in the Age of A.I.
Andrew Konya, CEO Remesh
Andrew Konya speaks on the moral consequences of unbridled A.I. in market research and other unpredictable secondary effects implemented by the technology.