Abstract:

This paper initiates a discussion about respondent anonymity. Both from the side of the consumer as well as from the client, there are reasons to give the removal of anonymity from respondents some second thoughts. Anonymity is not equal to privacy and removing anonymity in certain research projects in order to get better research could be an option. The market research industry is facing a major and exciting opportunity. If it doesn't respond imaginatively and constructively, market research risks being relegated to playing a minor role in the big picture that companies are looking for.