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THE WIDER BUSINESS SPECTRUM

Measuring the value of respondent engagement

Jon Puleston
Deborah Sleep

Abstract

Whilst anecdotal evidence exists, Engage and GMI’s research will provide a rigorous basis for determining how best to tackle the issue of respondent engagement.

How can we better engage with online respondents?

What is the value of that engagement for the quality of research data?

How can basic factors such as question wording, layout, placement as well as response mechanics from the basic to the highly animated affect:

  • Respondents’ perception of the research process
  • The quality of the data captured

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Jon Puleston

Jon Puleston, a widely acknowledged creative thinker and expert in media research, online research and media marketing techniques, is Vice President for GMI’s interactive group in London. Jon has a background in media marketing spanning 12 years, working across outdoor, newspapers and television media. Prior to GMI, Jon ran the ad marketing department of the Mirror Group, and was Director of Research for CNBC Europe. Jon studied Physics at Bristol University.

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Deborah Sleep

Deborah is a founder and Director of Engage Research, a company based around a team of senior consumer research directors collaborating with clients to get the absolute best from their research using a range of techniques, including a large proportion of online work. With over 20 years of market research experience, Deborah is an international FMCG research specialist.


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