Comments on: Why aren’t panel providers in the Honomichl rankings? http://insights20.com/2006/10/03/why-arent-panel-providers-in-the-honomichl-rankings/ consumer insights reloaded Fri, 18 May 2012 20:16:53 +0000 http://wordpress.org/?v=2.2.1 By: Max Kalehoff http://insights20.com/2006/10/03/why-arent-panel-providers-in-the-honomichl-rankings/#comment-24 Max Kalehoff Fri, 06 Oct 2006 03:40:56 +0000 http://insights20.com/2006/10/03/why-arent-panel-providers-in-the-honomichl-rankings/#comment-24 Hi Olivier, There's a much bigger scandal going on: massively declining response rates, and, of course, declining quality of research participants. Research firms are trying to act like market experts to their marketer clients, and the truth is that most research firms are experiencing the same crisis they are trying to help their marketers solve: audiences increasingly not interested in having anything to do with such intrusions. And here's AdAge's most recent report on the issue: http://adage.com/article?article_id=112237 In an increasingly attention-scarce world, is the disruptive, interceptive model of consumer insight extraction among commodity panels really sustainable? I don't think so. Cheers, Max Hi Olivier,
There’s a much bigger scandal going on: massively declining response rates, and, of course, declining quality of research participants. Research firms are trying to act like market experts to their marketer clients, and the truth is that most research firms are experiencing the same crisis they are trying to help their marketers solve: audiences increasingly not interested in having anything to do with such intrusions.

And here’s AdAge’s most recent report on the issue: http://adage.com/article?article_id=112237

In an increasingly attention-scarce world, is the disruptive, interceptive model of consumer insight extraction among commodity panels really sustainable? I don’t think so.

Cheers,
Max

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