Reality check in the digital age: The relationship between what we ask and what people actually do

This presentation examines a variety of classical survey measures and questions to establish which remain relevant to today's research needs and which do not.

Reality check in the digital age: The relationship between what we ask and what people actually do

Alice LouwTNS Asia Pacific, SingaporeJan HofmeyrTNS, South Africa

Introduction

The recession has brought marketing research spending into sharp relief. Businesses worldwide are increasingly less willing to pay for data of questionable quality that may have no return on investment. At the same time, new technologies are making it possible to collect tactical information through short surveys with fast turnaround times that do aid in decision making.

This paper is about truth in traditional surveys. We improve survey fitness and validity...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands