The Power is in the Mix: How smart data integration will reinvent the survey industry

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

The Power is in the Mix: How smart data integration will reinvent the survey industry

Annelies Verhaeghe, Angie Deceunick, Katia Pallini, Bianca Vucescu

Introduction

We all acknowledge that today's reality is faster and more furious than ever before. Yet our research formats are not in line with this snappy reality. There is an especially big gap with survey research, where the average survey still has a duration So it comes as no surprise that consumers move away from taking part in (survey) research. Quoting the most recent GRIT study (GRIT, 2016): '