December 20, 2022
Research practitioners have a lot on their hands when it comes to designing an effective survey instrument and ensuring quality is not affected during data collection. Another important point researchers have to consider is avoiding respondent bias. Biased responses lead to inaccurate data and can incorrectly prompt companies to make changes that they didn’t need to make while leaving the need for other course corrections unrecognized. Fortunately, there are ways that researchers can recognize and avoid response bias in their surveys.
What is Respondent Bias?
Respondent bias lies more with the questions in a survey, and not so much with the willingness (or not) on the part of the respondents to answer the questions. Respondents can give inaccurate answers to questions due to conscious and subconscious factors, so it’s important that questions are worded carefully in order to get the most accurate responses. Respondents might not even realize that they are giving untruthful or inaccurate answers, but it affects the outcome of the data collection just the same.
Never Lead the Witness
So how can researchers avoid respondent bias and get the highest quality survey answers? One crucial thing that researchers can do is ensure that their survey questions are not framed in a way that leads the respondent to answer a question in a certain way. For example, if a survey had a question that read “How awful are plant-based burgers?”, it could lead the respondent to think, “Yes plant-based burgers are awful.” A better, non-leading question would be “What do you think of plant-based burgers?”
Leading questions can also happen with scaled questions. For example, a question on a survey could ask a respondent if they were extremely dissatisfied, dissatisfied, or satisfied. Offering more options for dissatisfied answers is biased and leads survey respondents in that direction. It is also important to always offer the respondent the option not to answer a question. Providing a ‘Prefer not to answer” option in a survey, or even offering a way for survey respondents to opt out of participating is important to avoid bias. Researchers should also craft survey questions in a way that is dynamic– make sure to use language that is clear and transparent and that avoids negative terms, such as the word ‘not’.
Learn to Trade Places
Finally, an easy way for researchers to avoid respondent bias in surveys is to imagine themselves in the place of the survey participants. If they were taking the survey, what would constitute bias in the eyes of the respondent? It’s important for researchers to take a 360-degree view of their surveys in order to ensure the best possible outcome for quality data collection.
Eyes4Research has an intuitive and easy-to-use survey platform with over 22 million double opt-in panelists, making it easy for companies to find just the right audience for their surveys. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.
December 14, 2022
The global pet care business is expected to reach $241.1B by 2026. For pet product manufacturers, veterinarians are an integral part of their business model. Not only are veterinarians customers, but they are decision-makers and can recommend products (or not), to the pet owners who are their clients. It is necessary for manufacturers of pet products to know what will encourage veterinarians to choose their products.
In order to understand what is important to veterinarians, manufacturers will need to gather insights from this audience to gain an advantage over their competition. The data collected from veterinarians will tell manufacturers what is selling and not selling, what the market trends are, and what part, if any, of the brand story is resonating with the veterinarian audience. Learning how to market to veterinarians will help manufacturers learn what matters to veterinarians and help them hone in on unmet needs within the market. Here are 4 ways companies can effectively market to veterinarians.
Refine and Tell Your Brand Story
The foundation of a pet care company’s brand story starts with understanding its place in the pet care ecosystem within the context of the competition. That starts with market research. Dig deep into the data collected and learn exactly what competing brands are doing and why the veterinarian audience is loyal to them. Companies should also tap into the information that is gathered from other research involving veterinarians, like scientific trials, to integrate it into their own brand story and become experts in their space. When it comes to actually telling the story, nothing is more powerful than word of mouth, and pet owners are more than happy to sing the praises of a product that they love. Those stories are important when a veterinarian is considering a new product to recommend to their pet owners.
Advocate for Veterinarians By Listening to Them
Analyzing data and conducting research online with the veterinarian audience is important, but it is also equally important to add an additional layer to the research and actually talk to veterinarians. Gathering anecdotal information from veterinarians at trade shows, for example, can offer deeper insights from veterinarians about what they really need and what their challenges are, either with other products or in their practices. When companies position themselves as advocates for their customers, it can only make their products and their brand story better in return.
Foster Loyalty and Keep It
Tap into the power of training. It is common that veterinarians will often carry the same products they used during their training in school into their own practice and stay loyal to those products. Companies that establish those relationships with the veterinarian audience early on while still in school, will have a distinct advantage over their competitors.
Selecting a Reputable Panel Provider
Finding a quality veterinarian panel is not easy. Eyes4Research owns and operates one of the few veterinarian panels in the continental U.S. Companies should take the time to vet panel providers: Ask the providers if their panelists are certified; what type of profile information they keep on their members, such as the veterinarian school attended, year of graduation, the types of animals (small, large, or both) the veterinarians on the panels treat.
When considering your marketing strategy for the veterinarian audience, keep in mind that they are looking to elevate their careers and improve their practices and their relationship with their clients. They want products to help them in that endeavor, and market research helps achieve that goal.
Partner with Eyes4Research for everything you need to collect high-quality insights from veterinarians. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here so that you can make your product the product of choice for veterinarians.