Sponsor Impact report A study by Measure Protocol discovered that almost half of respondents are concerned about privacy and trust when completing an online survey. The long-term impact of not improving participant experience could be serious. It is why the industry needs to show more respect to respondents for the time they are giving up, and ensure research is interesting, inclusive and engaging. If it doesnt do this, clients might start to view the insight they receive as being of limited use and not representative of what is actually happening in the world. Will PX be the next revolution in research? Weve all become accustomed to the space, and it is why PX is about to have been diluted. Its time to term CX, as in customer experience. revolutionise the insights industry in take the participant experience CX has risen from a relatively obscure the same way CX did for brands. seriously just like the CX industry term a decade ago to one we might hear daily in todays research world. For much of our history, our industry could rely on an unending supply did a decade ago. We must put more emphasis and of respondents to take our surveys resources on PX, and create ways for everyone on two critical questions or participate in our focus groups. consumers to engage in research what is the experience our customer However, factors that have prompted that are more fun, more impactful, is having with our product or service, the drying up of that seemingly vast and more likely to bring those and how can we make it better? sea of eager participants include: respondents back for future studies. CX is powerful because it focuses As companies in maturing A shift in participant thinking: It isnt solely for the research industries became fiercely people are more wary of privacy and technology companies to address by competitive over their customer what happens with their data. inventing engagement-driven base because new, tech-enabled, Honoraria havent kept up with technology. This is about all of us direct-to-customer start-ups found expectations: in both qual and quant, examining the PX we create across better ways to attract and convert the incentives havent grown to the touchpoints of our surveys, new buyers they realised the key match the value participants place screeners, focus groups, digital to winning and losing was having on their time. discussions, and respondent-sourcing a laser focus on what our customer Between the brands directly practices, and working together to was experiencing. It was no longer just sending satisfaction surveys to their take PX to the next level for the about the price, or our great customers and customers lifeblood of our whole industry: the marketing, or what store shelves we complaining directly to brands on participants. put our products on. social media, the channels we In many ways, were at the same once gave participants to help crossroads in the marketing research shape the world around them Isaac Rogers, chief innovation officer, Schlesinger Group 26 Impact ISSUE 36 2022_pp18-27_Report.indd 26 08/12/2021 10:00