Fabricated Frank, who's lurking in our sample data, & survey experience with Jason Buchanan

On this episode of Now that’s Significant, Horst Feldhaeuser, Group Services Director at Infotools was joined by Jason Buchanan, Managing Director at the Global Market Research Agency Verve.

Jason has a rich history in the insights sector, founding the Research Now APAC chapter and steering SSI’s APAC business to greener grass. Jason has a passion for exploring how the world works, the know-how for making it better, a deep understanding of consumers, and even has a degree in neuroscience.

Horst and Jason discussed:

> How 12 year olds next door could be completing MR surveys to buy electric scooters (and you may not even know it). This behaviour is likely more widespread than we think it is (or accept it to be). To put this into persona talk, Fabricated Frank sure does answer a lot of surveys.

> Automatic fraudster detection and checks aren’t good enough anymore. There is more that's needed to be done in order to clean up this issue.

> There is a significant need for panel and field suppliers to truly verify the identity of people.

> The market research space really needs to care about this – not just pretend we do.

> On top of compensation, the industry really needs to focus on survey experience (SX), in order to recapture the stature and reputation that has been lost by the industry over the past decade or so.

> And of course, that having something that you are passionate about outside your professional career and even outside your comfort zone, whether that’s a side hustle, a hobby or something that truly challenges you – often makes you a better professional.

Enjoy the show.