Market research tells its participants up-front that they, “have the right to withdraw at any time”.

Depressingly, this prerogative is being exercised with a frequency that continues to reduce the numbers willing to repeat their research experience. We know that the primary culprit is the ubiquitous online survey, but the degradative process affects market research generally, slowly undermining the credibility of our insights and, perhaps, even our business intelligence role itself.

Download the full article by John Aitchison, Managing Director, First Line Research

Disclaimer: The views and opinions expressed in this feature are those of the author and may not reflect the official policy or position of the BHBIA. The BHBIA have not verified any of the information quoted and do not accept any responsibility for its accuracy, or otherwise.