Have we overfished the research market?
Elaine Hunt argues that the growing demands for information on consumers, combined with modern market research techniques, are causing 'respondent fatigue' and the overuse of the same limited pool of respondents
Elaine Hunt
ON THE FACE OF IT, the apparently inexhaustible desire for more and more information about consumers can only be good news for the market research industry. More than 13 million interviews were conducted in 1994 by AMSO organisations, not including the weekly contacts with the 20,000-plus members of the household and television research panels. To this must be added the substantial...