Why we need to take a Sample-as-an-Asset mindset with Karine Pepin

E65
22:54
June 5th 2023

In this episode of Now that’s Significant, a Market Research Podcast, we’re joined by Karine Pepin, Sr. Vice President at 2CV, an insights solutions market research organization for a complex world.

We discussed how market researchers need to rethink how they view their sample, treating it not as a commodity but rather as an asset. By taking this view, market researchers are better able to improve quality of the data going into the analysis process, rather than trying to fix what’s broken once it’s already in play.

The intent is obviously not to dismiss the value and role of data cleaning tactics like fraud detection software, as well as in-survey and post-survey checks, but cleaning up sample before a question has even been asked is far more valuable for all involved.

Karine discussed how being far more intentional in whom we recruit can be a big aspect too, with a potential swing back towards the previously written-off channel in social media.

We talked about how we can start targeting the 95% of people who don’t engage in market research, to try and see how we can reach them in order to improve our representation.

Ultimately, taking time to disrupt our ways of working and improve our overall attitude and approach to sample is worth the hassle. We’ll all be better off for it.

We hope you enjoy the show.

Now that's Significant

Now that's Significant is a podcast focused on inspiring and educating Market Researchers as they seek to tackle pertinent challenges impacting the insights sector, as well as make the most of the many opportunities we're facing to deliver greater value to our stakeholders.

The team from Infotools rotate the hosting responsibilities to bring a range of passion, experience, energy, and views to the show.

Check out transcribed episodes on our website at Infotools | Podcasts

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