B2B Quant Project Frustrations

Regardless of your situation, the root cause of these quality concerns when utilizing online panels for B2B research is often the same: the significant challenge faced by online panel companies in verifying the authenticity of their respondents, compounded by the growing prevalence of fraud and identity deception among survey participants.

On average, 1 out of 3 respondents (or 32%), are removed from these projects due to quality reasons.

This has several negative consequences, including :

• Consuming valuable time for project managers and researchers
• Eroding confidence in the overall data quality (how much poor quality data has slipped through the cracks?)
• Questioning the integrity of researchers when false trends emerge
• and occasionally raising doubts about the reliability and methodology among end clients.

To address these issues, SCR offers a range of alternatives to our clients.

One such option is the “phone to web” approach, which involves vetting every respondent over the phone using our Expert Network or Custom Recruitment services. We employ various methods, such as cross-referencing LinkedIn profiles and email signatures, to ensure the respondents’ authenticity before providing them with a unique survey link.

This methodology offers the highest level of quality assurance but comes at a higher cost, with an average CPI ranging from $175 to $250.

Another favored approach by our clients is the mixed methodology, which combines online panels with the phone to web method. This approach typically involves an 70% online panel and 30% phone to web blend. It offers the benefits of both worlds, including larger sample sizes and lower costs from online panels, coupled with smaller but highly reliable samples from phone to web.

Using this methodology provides a solid benchmark for the overall data and instills confidence in the research outcomes. The blended CPI for this approach typically ranges from $75 to $95, compared to $50 to $70 when relying solely on online panels.

Allow us to share a success story from one of our long-standing clients who faced challenges with their B2B Quant projects solely relying on online quant panels.

We determined that the best solution, considering various factors, including budget, would be to adopt a blended approach for their future projects.

This involved sourcing a minimum of 25% of the data from Expert Networks/Custom Recruitment, with the remaining 75% from traditional panels, adjusted based on their budget and timeline constraints. After implementing this approach for approximately a year, they observed significant changes:

• Having 25% of guaranteed high-quality data allowed them to conduct additional checks to ensure the integrity of the entire dataset, swiftly identifying and addressing any issues arising from panel providers.

• Setting high requirements for company sizes and leveraging new data sources enabled them to confidently reach respondents working for large enterprises (with revenues exceeding $10 billion).

• Although the overall project cost is now higher compared to relying solely on panels, they are investing the same amount as they no longer need to rerun projects entirely due to data integrity concerns.

• The increased confidence in the received data has helped them build trust with their clients, ultimately becoming one of their unique selling points (USP).

Contact SCR today to explore how our solutions can positively impact your research endeavors and enhance your relationship with your clients. SCR specializes in providing MRAs and Consultants with access to the most challenging-to-reach audiences in the B2B and Healthcare sectors through our Expert Network and Custom Recruitment services.

‍