Steve Rubel from Micro Persuasion mentions that, according to the Associated Press, email is now a good way to reach an elder or send an attachment, but that younger generations now prefer IM, social networks such as MySpace or blogs to communicate.
I hear sample providers complain every day that they have problems reaching teenagers for surveys, that the response rates are much lower than other target groups, that they don’t like to take surveys… I totally agree that market researchers should get better at embracing the new generation’s new way of giving their opinion instead of still trying to have them fill tedious 30-minute long questionnaires. But what if sample providers also played their part and started using the right communication channels to recruit teenagers and build a relationship with them? I am still waiting for the first sample provider to invite its members via IM or MySpace…
Note: I found an article from Techdirt which said the same thing about teens/kids in Korea two years ago.
insights 2.0 insights2.0 market research teens sample online panel panels respondent cooperation
0 Responses to “Sample providers are so last millennium!”