Wednesday, March 06, 2019

Another reason to question polling and market research

There's one very big reason polling and market research have become so expensive: People have stopped answering their phones. From this morning's Inside Radio...

People have simply stopped answering their phones altogether. “If it is apparent the call is from an unknown (or untrusted) source, it goes to voicemail – period,” for one. Meanwhile, the “growing number of telemarketers clogging up our phones lines, not to mention the explosion of robocalls,” which he says have tripled over the past three years, has turned consumers away from answering a ring. Jacobs writes, “For researchers dependent on a phone as the communications gateway to a research survey of some kind, this is bad news.

I'm one of those people that doesn't answer the phone. If you aren't in my phone already, there's a zero percent chance I will answer.