Why we need to take a Sample-as-an-Asset mindset with Karine Pepin

In this episode of Now that’s Significant, a Market Research Podcast, we’re joined by Karine Pepin, Sr. Vice President at 2CV, an insights solutions market research organization for a complex world. We discussed how market researchers need to rethink how they view their sample, treating it not as a commodity but rather as an asset. By taking this view, market researchers are better able to improve quality of the data going into the analysis process, rather than trying to fix what’s broken once it’s already in play. The intent is obviously not to dismiss the value and role of data cleaning tactics like fraud detection software, as well as in-survey and post-survey checks, but cleaning up sample before a question has even been asked is far more valuable for all involved. Karine discussed how being far more intentional in whom we recruit can be a big aspect too, with a potential swing back towards the previously written-off channel in social media. We talked about how we can start targeting the 95% of people who don’t engage in market research, to try and see how we can reach them in order to improve our representation. Ultimately, taking time to disrupt our ways of working and improve our overall attitude and approach to sample is worth the hassle. We’ll all be better off for it.  We hope you enjoy the show.