Summary:
In the fast-paced world of consumer research, data-driven insights can make or break an agency. To avoid gambling with your reputation, fix bad data by focusing on collecting the highest quality data across any method.
In the following case study, we will walk you through a real-world scenario and a groundbreaking analysis of over 150 million interviews that uncovered one truth — 45% of all completed interviews suffer from quality issues — and explain how you can avoid these issues by asking yourself these four questions:
- How solid is my data?
- How much money am I wasting on inefficient data collection?
- Do my current tools ensure maximum quality and effective client communication?
- How much of my reputation am I risking on this data?
A Cautionary Tale:
Picture this: The CEO of a global multi-billion-dollar consumer goods company receives a stunning 100-page report from a prestigious research agency. The report suggests investing over $250 million based on the demand for a new product across Brazil, Mexico, and Argentina. The charts look promising, showing a high likelihood of purchasing at a specific price with a revenue opportunity of $2 billion.
Embracing the data, the company takes bold steps — building top-notch sales teams, investing heavily in marketing, and making significant product adjustments. Five years pass, and the bitter reality hits hard. The product sales are a mere fraction of the projected $2 billion.
Sound familiar?
Upon closer examination, the CEO discovers the root cause — the research agency could not answer fundamental questions about its data quality. They couldn’t prove that their field teams were actually interviewing respondents in the right location at the right time and following the scripted methodology to avoid unintended bias. They couldn’t show how many interviews were canceled for quality issues, how engaged were the online respondents and account for the quality of different panel providers.
The consequences? Unreliable data and the agency’s reputation on the line.
How To Fix The Bad Data Collection Problem
It’s been said that what gets measured gets managed. Surveys are not set-it-and-forget-it tools. The good news is that the bad data problem can be addressed with easy-to-use but powerful tools that won’t break the bank.
With SurveyToGo from Dooblo, questionnaires can be designed and customized to elicit precise responses. During the interview process, supervisors are empowered with real-time review authority and the ability to cancel or request new interviews on the spot. Smart geofencing ensures surveyors stay within designated perimeters, enhancing efficiency.
With simple or nested quotas, supervisors prevent redundant work and deploy only the top performers. Real-time alerts on data validation and fieldwork quality help tackle issues proactively, ensuring a smooth research process.
Quality control teams use predictive analytics to identify inconsistencies and flag potential data issues. Recordings and videos from the field provide invaluable insights, while an online dashboard keeps senior leadership updated, enhancing transparency and reputation management.
The Results Speak Volumes
By listening to interview recordings from their next assignment on the SurveyToGo platform, this research agency identified interviews that deviated from the desired methodology, had internal logic failures, lacked respondent engagement, or displayed straight-lining responses. Fully 86% of their survey results had quality issues, with 27% conducted in the wrong location and 20% ending prematurely!
The good news? The data quality issues they identified empowered the research firm to relaunch their field work, this time with greater quality control. Plus, the Dooblo Insights Dashboard produced more insightful data visualization to impress their client and add transparency.
The results? The case study outcome with Dooblo was astounding – a sharp 45% growth in data quality and an impressive 27% reduction in Cost Per Interview. Most importantly, the research agency CEO had one less concern on his mind, knowing the quality of the agency’s work was now indisputable.
Your Reputation Matters
At Dooblo, we’ve served over 1,000 customers, conducted millions of interviews, and encountered every quality control challenge. Our passion for excellence has enabled our customers to achieve a remarkable 30%-50% increase in data quality while cutting costs by 20%-35%.
So, before you embark on your next research study, consider these four critical questions:
- How solid is my data?
- How much money am I wasting on inefficient data collection?
- Do my current tools ensure maximum quality and effective client communication?
- How much of my reputation am I risking on this data?
Conclusion:
Data quality is the bedrock of your reputation, and bad data can lead to costly, irreversible consequences. With SurveyToGo from Dooblo, you can rest assured that your insights are based on quality data from any methodology, captured online and offline, with less management oversight.
Schedule a personalized product demonstration and protect your reputation now.