Think Like a Consumer: Knowing your Audience

 

In today’s technology-driven landscape, consumers can have a packaged delivered to their door with a few clicks of a button and information can be disseminated across multiple platforms in a matter of seconds. The most pivotal shift is that consumers are keeping up with all of these advances with mobile phones. Today’s consumers have adopted a lifestyle where they are juggling multiple tasks, interests, and responsibilities. Retailers, media outlets, and other companies are all competing for the consumers’ attention and research panel providers are not exempt.  To attract the right respondents to join a panel, panel providers must adopt the mindset of the consumer. Consumers’ lifestyle, habits, and preferences mold the way respondents participate in research.

Moreover, social media plays a large role in the general consumer’s lifestyle and their behavior models the usage of various online technology platforms. Aside from socializing with friends and family, social platforms are a place to become informed about news, events, and products as well as share opinions.  According to a 2016 study conducted by Facebook, the average person spends about 50 minutes using Facebook or Facebook platforms daily. Social media platforms are attractive to consumers and to mirror this same magnetic approach, online panel providers must establish their company’s presence on social media platforms, to attract respondents to participate in research.

It is imperative that the platforms that respondents utilize align with the convenience consumers are accustomed to when using social media or other mobile platforms. Consumers have become acclimated to simplified platforms that are easy to use on both computers and mobile devices. It is important to match this same sense of convenience, even when it comes to research data collection.

In sum, the ability to think like a consumer and become familiar with the audience will attract respondents to participate in a panel and ultimately increase response rates to studies. The general consumer is gathering information, making purchases, and socializing in a fast paced environment that is accessible through online platforms and mobile devices. The attraction to platforms that are fast and simple has become a standard expectation. Research panel providers use this familiarity with the consumer as a way to recruit panelist, keep them engaged, and ultimately increase survey response rates for clients.

 

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