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Agile Marketing

Market research industry not doing enough to ensure respondent satisfaction

By  Lima Curtis    

An industry report has unearthed alarming statistics surrounding the lack of respondent satisfaction in market research participation, both online and offline.

In the latest GRIT Report from market research directory Green Book, it was shown that only 25% of all respondents globally are satisfied with the experience of taking part in research, including mobile, qualitative panel, telephone and consumer self select studies.

This clearly shows the industry is doing a poor job of putting the respondent first. Shockingly, a previous GRIT report found that for research buyers, providers, clients and suppliers, respondent experience was the least important factor to consider when designing a survey.

“At Decision Lab, we agree with Green Book that participants are the lifeblood of market research, we believe disregarding respondent experience is counterproductive to the generation of reliable results. 

We hope the report will help research buyers to question the approach of research agencies - whether it is online or offline research. Designing questionnaires with the user in mind is essential to achieving good results. It’s time research companies take their own medicine.”

Said Thue Quist Thomasen, founder of Decision Lab.

The 2017 Global Respondent Engagement Study from Green Book went on to highlight that:

50 %

of respondents said the design affects their willingness to take part, with an overwhelming majority  (55%) of respondents saying bad design hinders their response.

50 %

of respondents said surveys should take less than 10 minutes.


said their main reason partaking was prizes.

63 %

said their preferred method of contact was via email.


Mobile is the second most used tool for participation.


“We manage the largest online research community in Southeast Asia so this is an area we care deeply about and spend a lot of resources on.

“We constantly measure satisfaction and use dropout percentages to look for improvements. This reduces dropout rate and by ensuring we have content and willing participants we are able to effectively and efficiently help brands make agile marketing decisions.


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