97 — The Price of Precision: Exploring Costs and Quality in Surveys with Karine Pepin

At an average of $0.72 per hour for survey participants, what does this mean for the quality of your data and the insights you depend on?In this episode of the Greenbook Podcast, we sit down with Karine Pepin, a standout author and market research aficionado, to explore the intricacies and challenges of data quality in the industry. With a rich background in sociology and a profound love for market research from the get-go, Karine shares her critical insights into the systemic issues plaguing online surveys, including participant engagement, incentive effectiveness, and the impact of fraudulent responses. The discussion delves into the necessity for the industry to move beyond short-term, cost-driven strategies towards a future of enhanced data integrity and trust between researchers and participants. Highlighting her journey through the landscape of market research, Karine calls for a reevaluation of research methodologies and the adoption of innovative approaches, all while announcing her exciting new venture aimed at revolutionizing the way high-quality research is conducted. You can reach out to Karine on LinkedIn. Many thanks to Karine for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.