How to improve research participants’ experience and enhance data quality
The ESOMAR contribution to the project is to highlight and address the main problems in the way that Researchers interact with Research Participants within the scope of online quantitative surveys, recognising that the Research industry is almost wholly dependent upon cooperation from members of the public. Some of the factors contributing to poor response, often classified as ‘Participant fraud’, are caused by problematic survey approaches within the Research process or by poorly drafted questionnaires.
The document we have worked on aims to summarise what these are in the shape of a series of questions or discussion points.
What this material aims to do
The broad idea is that the framework takes the form of a statement about each issue within broad areas and then presents some questions that can be asked to understand the approach being taken by those responsible for designing the study. By understanding whether the topic is understood, being addressed, and the appropriate approach being taken, the commissioner of the research will be able to distinguish those Research partners who take Participant engagement seriously and will see better quality responses as a consequence.
Judith Passingham
ESOMAR Committee Member, Chair of the Professional Standards Committee at ESOMARJudith Passingham has worked in the Market Research industry for over 35 years, in many different roles from General Management, Client Account Leadership, Service Development, to Sales and Operations – on a Global and European basis.
She started her career at the British Market Research Bureau working on the TGI and various media measurements, then working at AGB, subsequently TNS where she ran the UK and then global panel division as CEO of ‘Worldpanel ‘ and as Joint CEO of Europanel – a joint venture between TNS and GFK.
Judith was appointed CEO of TNS Europe and then following the WPP acquisition of TNS oversaw the integration of RI and TNS in Northern and Eastern Europe. In 2014 Judith joined Ipsos to run its Access Panel services where she drove service integration into one global entity, launched device agnostic interviewing and programmatic sampling.
In 2016 she took on responsibility for Ipsos’s Operational capability. She retired in 2019 and volunteers for Pilotlight and for the Maple Lodge Nature Reserve. In January 2020 she was appointed as Chair of the Professional Standards Committee for ESOMAR.