Collaborating beyond responding: Creating engaging surveys which capture the complex consumer reality

Katia Pallini, Annelies Verhaeghe and Barbara Langer

This paper examines how survey research can increase engagement levels while still capturing the complex consumer reality.

Collaborating beyond responding: Creating engaging surveys which capture the complex consumer reality

Katia Pallini, Annelies VerhaegheInSites Consulting Barbara LangereBay UK

The teething troubles of survey research

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...

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