The Over Surveying of America….

Way back when I started in research (back in the late 1980’s), back in the days before the Internet was as integral in our lives as it is today, survey research was primarily conducted via pen and paper, or by phone, (the “mall intercept” was being used and is still used today, this discussion will focus on pen and paper and phone surveying methodology’s).  One was slow and somewhat inexpensive, the other quick and expensive.  The ideal was quick and inexpensive, not really possible until the advent of online survey methods.

We saw the beginnings of online surveying in the late 1990’s and it really took off in the 2000’s.  In 2002, I conducted my first online survey to a panel.  It got me thinking about the nature and make-up of panels and how many surveys are pushed out to these panels.  So, I started signing up for panels just to see how many survey invites I may receive.

Let us fast forward to 2007.  One panel alone, I received an average of 6 invites a day, always with the chance to be entered into their $25,000 sweepstakes.  Now, this is not the norm for the vast majority of these research companies with panels; however, over surveying is impacting our industry’s ability to deliver quality results. 

Unfortunately, some people are trying to become professional survey takers.  We generally get contacts from individuals (the professional survey taker) wanting to either take surveys, or be in a focus group.   Do we have a panel that survey’s can be sent to?  Yes.  Do we take steps to ensure they are not over surveyed?  Absolutely, we have filters in place to ensure quality responses from quality respondents to ensure accuracy.