We are an evidenced-based marketing consultancy. Observation is our starting point and we are equally comfortable with qualitative and quantitative research approaches.
Cheap. Fast. Good. Pick any two. The dual promise of most web-based survey research boils down to a quick turn-around at a substantial savings over previous data collection methods. But what you gain in speed and reduced cost you may just as quickly lose in sample quality.
Quality is Not a Commodity. Unfortunately, many suppliers (and some less experienced clients) now treat sample like any other commodity offering: all sources are presumed to be equal and the only operative issue is the cost per completed interview. We disagree: sample quality is of fundamental importance in survey research. There is no substitute for interviewing the right respondents. It may cost a bit more, but that’s often the price of doing it well.