Soon, if not already, the millions of dollars spent annually on online survey-based research will only be applicable to an increasingly shrinking population of people – people who fill out online surveys.
As the leading online research companies become more successful at selling their brand surveys, they are driving toward a “success failure” – where their market success will lead to their ultimate failure. The more online surveys that are out there harassing users for their opinions, the fewer people who are likely to respond, thus increasing non-response bias and degrading the overall quality of the data collected via this channel.
Although rainy today, it’s been a wonderful start to a relaxing vacation week. For reading I have Steven Levy’s “In the Plex” – so far it’s great!