Perceived value of research – An opportunity we are missing?

Whilst seven-in-ten (survey takers) see that market research benefits business, only four-in-ten see it as benefiting themselves. As the chart opposite shows; amongst those not trusting market research companies this latter figure is as low as one-quarter. In a world where most people have considerable pressures on their time, and a world in which “what’s in it for me” is an often asked question, this is no doubt much to be gained by our industry if we can convince people that participating in research does add value to them as both consumers and citizens. This is something we will be exploring more deeply in our follow-up survey on user experience. We would like to thank our partners on this survey, Dapresy and Research Now, without whose contribution this work would not be possible.