Is opt-in the future of market research?

Nicky Perrott

One of the key success factors for the market research industry is one that is probably talked about the least.

Is Opt-In The Future Of Market Research?

And if so, how should we prepare for it?

Nicky PerrottThe Illumination Business

Co-operation rates are falling

There's a lot of 'soft' evidence that people are becoming less willing to help market researchers. And this isn't just scare-mongering. Respondent cooperation or I should say non-cooperation is a growing problem for our industry. The big agencies with large field forces have been talking about declining cooperation rates for five years or more, and smaller agencies are noticing the problem too.

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