I see many clients struggling these days with a mismatch between the amount of market research data they have to work with, and the time they have to truly analyze and synthesize it.
Yes, I know the arguments for one mega survey:
- One data set is easier to manage (clean, weight, etc.)
- Same respondents answer all questions
- Possibly lower data collection costs
- Possibly lower incentive costs
But I also see lots of these situations:
- Data getting stale while clients struggle to find time to truly dive in
- Data being unused because it gets lost in the noise of “louder”—though not necessarily more actionable—findings
- Customer lists that are being abused by monster questionnaires
What do you think? Might it be more effective to do a larger number of smaller projects? Could you challenge your plans for that next big survey? What would it really mean (pros and cons), if you were to break it into a few small surveys?
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