Thursday, January 28, 2016

Easy Does It: How to Succeed in Survey Invitations



Accelerant Research recently conducted a survey among 1,741 Americans on the subject of survey invitations to identify the most and least invasive ways for insights organizations to solicit feedback.  Participants were asked to rate a series of outbound survey invitation methods on a 10-point scale where 1 was “Completely Unacceptable” and 10 was “Completely Acceptable.”


FINDINGS
Recent changes to the FCC’s Telephone Consumer Protection Act (TCPA) have been a very hot topic among research and polling firms in recent months, and rightfully so.  Second to only door-to-door research (57% of consumers find door-to-door completely unacceptable), telephone invitations – particularly robocalls (44% completely unacceptable to mobile phone; 43% completely unacceptable to landline) – are viewed by consumers as the least acceptable means to contact participants for research studies.  Telephone survey invitations from a live operator are perceived as less invasive than robocalls (40% completely unacceptable to mobile; 35% completely unacceptable to landline), and calls to a landline are more acceptable than to a mobile phone, in general.  A far less invasive means to reach survey participants via mobile phone is text messaging (26% completely unacceptable).

Although more acceptable than telephone calls, door-to-door, or intercepts while dining at a restaurant, invitations via either social media or downloaded app direct messaging and online pop-up ads are viewed as completely unacceptable by one in three consumers (33% and 32%, respectively).  Somewhat less invasive are intercept interviews (either in-aisle at a retailer or exit interviews at restaurants/retailers).  Fewer than one in five consumers perceive these methods as completely unacceptable (18% for both).

The least invasive means to solicit survey feedback are via US Mail, point-of-sale printed receipts, and email invitations.  Fewer than 5% of consumers find any of these methods to be completely unacceptable.

IMPLICATIONS
As always, the corporate insights manager must weigh the pros and cons when selecting a methodology for a given research study.  However, tradeoff examinations are often related only to study costs and timing.  It is important to also consider to what extent you are inconveniencing your participants --particularly when you are conducting research among existing customers where your brand is identified as the research sponsor.  Prior to moving forward with any research method, you should understand the method’s legal implications.  For example, if you are sending out text message survey invitations to customers, it is vital to make sure that all recipients have properly opted-in to receiving such invitations.  Make sure that you (or the research supplier you are partnering with) are compliant with the latest TCPA rules, as well as other federal or state regulations.

Finally, it is always important to also understand which survey method will allow you to reach your desired sample size.  While US mail and POS receipt print methods are far less invasive, their conversion rates can also be lower than other methods.  That is to say, in some cases, you have no choice but to use a more invasive survey method in order to complete your study.  However, when doing so, always be sensitive to your participants’ time and convenience.
                                                  
About this Study:
Using its proprietary Agora USA consumer insights panel, Accelerant Research conducted this survey among a demographically representative sample of 1,741 Americans 18 years of age or older.  For more information about this study, please contact Accelerant Research at info@accelerantresearch.com.

Wednesday, December 30, 2015

Poll: New Year’s Resolutions

Three out of five Americans will be making resolutions for the coming year, according to a recent survey conducted by Accelerant Research, and the most popular resolutions for this year are health-related.  Of those who are making resolutions, 30% plan to exercise more, 29% wish to lose weight, and 19% strive to eat healthier.  Other popular resolutions are improving finances (19%), having a more positive attitude (13%), and working on relationships with friends, family, and loved ones (11%).

Americans who are making New Year's resolutions are also optimistic about sticking to them, with four out of five (83%) planning to do so.  Additionally, New Year's resolutions are more popular among certain subgroups of the population.  Millennials and those with children in the household are far more likely to make resolutions, and those living in the Midwest are less likely than other regions to make resolutions.


Using its proprietary Agora USA consumer insights panel, Accelerant Research conducted the New Year’s Resolution survey among a demographically representative sample of 2,731 Americans 18 years of age or older.  For more information about this study, please contact Accelerant Research at info@accelerantresearch.com.



Wednesday, November 25, 2015

Black Friday Shopping Survey Infographic



The majority (58%) of Americans plan to brave the crowds and shop at brick-and-mortar retailer(s) this Thursday and/or Friday.  The trend of retailers opening their doors on Thanksgiving day will continue to be met by eager foot traffic, as 27% of “Black Friday” shoppers plan to actually begin their shopping on Thursday afternoon or evening.  Another one in five consumers (18%) plans to shop either late Thursday night or before 6am on Friday, while half (55%) will begin their shopping Friday morning after 6:00.

On average, consumers are planning to shop at four different Black Friday retailers, with Walmart mentioned most often (by 25% of shoppers) as the first store they are planning to visit.  Other frequently mentioned first shopping destinations are Best Buy (15%), Target, (14%), Macy’s (6%), and Kohl’s (5%).

The first item Black Friday shoppers will be reaching for in 2015 is likely to be in the electronics department, with TVs, laptops, tablets, and game systems being mentioned most frequently.  Apple, Xbox, and Samsung are the likely brands to be reported as the first item Black Friday shoppers will seek out.


Using its proprietary Agora USA consumer insights panel, Accelerant Research conducted the Black Friday survey among a demographically representative sample of 2,030 Americans 18 years of age or older.  For more information about Accelerant Research's online sample, survey programming, or full-service research offerings, please email us at info@accelerantresearch.com or give us a call at 704.206.8500.