Abstract:

New sampling applications such as RDIT, Google Consumer Surveys and other DIY applications provide researchers with exciting opportunities to leverage agile market research solutions that go beyond the reach of access panels and do so with greater efficiency than traditional survey methods. However, these efficiencies largely come in the form of a reduced questionnaire length which can prove challenging for even the leanest client research brief. Environics Research and RIWI Corporation recently tackled the tough challenge of modularising a lengthy, longitudinal tracking study into a more agile research instrument. This experiment has generated new learning on the analytical implications and design considerations inherent to agile research.