I Want to See Numbers Yesterday! Bringing Agility to Your Research Program with Quick-turn Surveys
Editor's note: Cotton Incorporated held its webinar on March 24, 2021, focusing on DIY platforms and survey data collection.
DIY survey platforms present an opportunity to collect custom data at lightning speed at a low cost. It is a tempting proposition for any market research department but should be approached with caution. We'll share our experience integrating quick-turn DIY surveys into the larger market research program at Cotton Incorporated. Already established in 2020, this capability added crucial value when the pandemic hit and we needed to quickly understand its impact on consumers. Our presentation will cover issues such as gaining corporate buy-in, requirements for staff time and expertise, disseminating results and best practices for using DIY surveys. We'll share lessons learned as we pushed this capability to its limits and offer our thoughts on how to use quick-turn surveys to supplement traditional market research.
- DIY surveys offer unprecedented control, speed and agility to market research departments.
- DIY surveys allow researchers to respond to market events quickly and effectively.
- DIY surveys should supplement, but not replace, traditional market research methods.
Presenters:
Melissa Bastros, Director, Corporate Strategy and Insights, Cotton Incorporated
Katherine Bruce, Manager, Market Insights, Cotton Incorporated