Richard Thornton In February 2009, Richard joined Cint AB, a technology and solutions provider to the research industry, to set up its UK operation and to introduce Cint’s Panel Exchange market place and range of self-service research tools to the market. Read the full biography here.

It’s more than just a popularity contest

Sample providers need the Y and Z factors too...

By Richard Thornton - 5 November, 2009

It’s that time of year again folks: yes, when the media goes crazy for the X Factor and the public fall into a love or hate (or both) relationship with their favourite performer and back them, or stalk them, all the way to the final and the hope of being #1 in time for Christmas Day. It’s a kick in the teeth for music connoisseurs everywhere but great for entertainment value. It’s all about choice and personal preference, sifting through a number of talented options with a lot of similarities until you find the one that suits you the most.

What on earth has this got to do with sampling, I hear you say? Well, it got me thinking whilst finding myself watching the show (for the second successive week running at the weekend, too easily persuaded once again by the better half that is was the only option on a Saturday night) that there are a lot of comparisons that can be applied to the world of procurement - in this case, sourcing sample and choosing appropriate vendors. There is logic here so stay with me...

It is imperative that one doesn't end up backing the wrong act, in this analogy read 'Jon and Edward'.

With so much at stake when it comes to ensuring the best panel source is used for your research, it is imperative that one doesn’t end up backing the wrong act. In this analogy read ‘Jon and Edward’ (‘Jedward’ to those in the know, apparently). However, this is no easy task as there are so many factors to consider. Swap ‘good voice’, ‘nice looks’, ‘great dancer’, ‘strong vocals’, and ‘popular personality’ for ‘source of data’, ‘quarantine periods’, ‘quality processes’, ‘sampling method’, and ‘conditioned respondents’, and you start to get the picture.

In many ways the supply chain is more transparent than ever before but there are still very few opportunities for buyers of sample to get underneath the bonnet of the sample source they use. Whether we ever get to a point where recruitment sources and sampling methods are truly shared and become a joint responsibility at a Panel level remains to be seen but there is certainly an argument to suggest that this could improve the make-up of panels and the fieldwork process. Sometimes of course less is more, but in this case more is more. It’s probably the reason why the public didn’t take to Rachel because they never really understood her and got to know her. The same cannot be said for some of the other candidates given the headlines in some of the Sunday red tops, although again, it’s about balance. Too much exposure and opinions can change – I think sample providers need to be more like Olly Murs, confident but not overly so, and solid in delivery. Probably best to avoid modeling oneself on Stacey, at face value rather attractive but under that bonnet...

In many ways the supply chain is more transparent than ever before but there are still very few opportunities for buyers of sample to get underneath the bonnet of the sample source they use.

The other area which might be interesting to explore is a closer partnership on the survey design and what works and doesn’t work online. There is a lot of great work going on in this area by MR agencies and sample providers but again, room for improvement. It is still too easy to pin the blame of poor data on the panel source alone without truly evaluating up and down the value chain to see whether best practice was applied and whether anything can be improved that feeds in or out of the panel. The successful groups on X Factor only perform well when in tune with their partners and it is no different for buyer and supplier. Sample providers can embrace the science and skills of research more in their approach to balancing panels and building sample frames, whilst researchers should leverage the expertise of survey software providers and the sample people at the questionnaire design stage.

Models do exist ‘though, and more will be developed. Open access (not free of charge) models will evolve and in recent months we have seen more debate on related topics like DIY Research, self-service research tools, and other interesting developments in online research which is healthy for the sector if we really want to look at best practice and avoid standing still at the expense of tradition. Of course at the heart of this must be practiced methods, core industry skills, and quality control: our equivalent of like Simon Cowell and friends on the panel.

To muddy the waters, the online sample landscape is also changing dramatically. Over the last few years buyers of sample have had more choice than at any time in terms of different sources of supply, yet are we about to see that change even more dramatically? As I write, two of the major global online access panel firms are in talks to finalise an acquisition and back in the summer two of the other leading players came together. Four become two and opportunities open for others but so perhaps do potential issues. New vendors need to be sourced and accredited. It is likely further deals will follow as we see the industry contract and consolidate in the height of fierce competition, stricter quality expectations, continued pricing pressure, and the need to find new revenue streams and commercial opportunities beyond those existing avenues everyone has been tapping into until now. When the recession bites this hard it can change everything. Forever.

It should be good news for the industry though as we all strive for more consistent processes, stricter quality guidelines and less black-box mentality in the supply chain. Quality tends to increase in economic downturns as suppliers strive to ‘over-deliver’ to secure new business and retain existing customers whilst buyers have higher expectations in driving more value for the same or smaller budgets. Spending prudently leads to clearer purchasing decisions and the same applies for sample procurement. Yes there is continued discounting and price pressure but everyone should remember the old adage that if you pay peanuts you get monkeys. We all need to make a living and to support each other and the industry more so now than ever before.

That said let’s continue to take the industry forward: clients should be demanding transparency of recruitment methods and pressing the questions home to their vendors on quality management processes and adherence to Esomar and other guidelines.

A bit like the remit for the judging panel on X Factor. Well a bit anyway...

Richard Thornton

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