Garbage in, garbage out. An old saying among database professionals, it’s equally true of market research.
We rely so heavily on our respondents for the quality data that leads to quality insights . . . but what if we’re not getting the right respodents in the first place?
Traditional modes of screening respondents too often miss the mark. Specifically, when developing digital assets, we must first understand the digital proficiency of consumers and recruit those with a relevant range of abilities. In other words, we need to know our respondents’ “Digital IQ.”
This presentation will outline a range of variables that correlate with Digital IQ, resulting in the incorporation of a simple tool that scores the Digital IQ of the general population.
You will learn that different brand audiences have unique Digital IQ distributions. See how unique brand profiles were created, validated, and utilized to increase the accuracy of recruitment for digital research, resulting in better insights for creating impactful digital assets.