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The Future – Back to Basics?
We have seen the experimentation with Social Media, technology based data collection and Big Data as an alternative!
Apps and MROCS also have their place, and there is debate about the need for Dynamic Samples, CATI and randomly recruited online panels.
A solid online panel, that is well sourced, double opted in, well profiled and well managed still meets the needs of:
-representative [can be quota controlled and post weighted]
-valid [limits opportunities for false representation]
-addressing both customers AND prospects [communities limited to customers]
-avoids privacy issues and spam
Perhaps we need to ensure our base data collection methods are still robust?