What Leads to Bad Quality in Online Research Panels? Part I

Why Rushed Recruitment Impacts Online Research Panel Insights

In the fast-paced world of online research, companies often make the mistake of prioritizing speed over quality.

But when it comes to research panel respondent recruitment, rushing the process can lead to unreliable data and skewed insights. Up to 15-30% of collected market research data is fraudulent, according to FastCompany.

While these numbers are significant for research insights alone, they become even more striking when considering The Business Research Company’s forecast that the global market for research services will grow to USD 87.68 billion in 2024, with a compound annual growth rate (CAGR) of 4.0%.

This two-part series explores the common pitfalls in online panel recruitment, starting with the most prevalent issue: hasty recruitment.

Sampling Methods Impact Quality

In situations where time is a critical factor, river sampling is frequently employed as a rapid solution. This method drives potential respondents to an online portal through ads and pop-ups on websites or social media where they are screened in real-time for participation.

However, relying solely on river sampling, especially for B2B research, can result in limited demographic information and less reliable data. On the other hand, an established online research panel provider offers significant advantages. With reach across various categories and sectors, research panel providers can offer robust panelist profiles that enable precise targeting and access to respondents with the relevant expertise necessary for high-quality, actionable insights.

Recruiting the Right Online Research Panelists

B2B respondents are notoriously hard to reach—they are often busy, hesitant to disclose information, and, in niche markets, there may be a limited pool of potential panelists. An online research panel provider can save you time by streamlining this process. These providers offer access to a pre-vetted panel of professionals across various industries, saving you considerable time and effort. However, it’s crucial to ensure that these providers use ethical recruitment practices, avoiding unsolicited or spam tactics, to maintain the quality of your data. A double opt-in approach is highly recommended to ensure the reliability and engagement of panelists.

Ignoring Respondent Verification

Another common pitfall in rushed recruitment is neglecting respondent verification. Inaccurate or dishonest profile information from panelists can render your research invalid. This happens more than you may think! For instance, at IRB, our practice includes using social media verification and regular re-profiling to ensure accuracy. It is essential for online research panel providers to adhere to industry standards such as ESOMAR 28 and comply with privacy regulations in the regions where panelists are recruited to maintain the integrity of the data.

The Impact of Rushed Recruitment on Data Reliability

The temptation to prioritize speed over thoroughness in research can not only compromises the quality of data but can also significantly distort research insights. With a substantial portion of market research data being fraudulent and the global research services market projected to grow substantially, the stakes are high.

Investing time and effort into robust recruitment and verification processes is essential for achieving accurate and actionable insights. For organizations seeking to navigate these challenges effectively, IRB offers comprehensive solutions and expertise. Contact us today to ensure your research panels deliver the high-quality data you need to make informed decisions.

For more information on online research panels, contact IRB today!