Uncovering real truths to deliver inspirational, evidence based results
All Woolcott Research surveys are conducted in-house via our on-site phone room and a dedicated operations team which can host and script all our online surveys, resulting in greater control of every project. Our real point of difference lies in our drive to obtain valid responses from consumers in the first place. We have developed some new approaches and have a number of proprietary techniques to attempt to minimise the problem of 'response bias' and gain 'true' representative samples:
there can be pressure on people to respond to market research questioning in the most 'favourable' way, on the basis of influences such as the desire to please or concern for political correctness.
Our proprietary response latency techniques are based on indirect questioning methods which are not transparent to respondents and which cannot be manipulated.
True responses are invariably revealed without respondents feeling any sense of discomfort.
- Advances in communication technology have provided significant benefits to researchers, but they also present some difficulties. On-line panels are missing a big part of the community (with only around 7% participation). While we can correct for some of the simple demographic imbalances in web survey samples, the important psychographic biases cannot be controlled. Phone surveys in the current era are also subject to sampling bias due to the increasing number of 'mobile only households' which are not contacted via traditional fixed line survey methods.
The solution is mixed mode phone/web surveys, in which the majority of interviews are conducted by phone (still the most representative approach) with a carefully constructed supplementary component of on-line interviews amongst people from mobile only households.
The result is a level of representativeness for mixed mode which is superior to that obtained by either method alone.
by actually timing the speed with which respondents answer specially designed questions, we can get an excellent fix on the veracity of their response ('real' answers come more quickly; 'biased' answers more slowly).