Results You Can Count On
By Rob Berger, Managing Director, Maru/Blue
“Reliable” is not what you would call a sexy word. Nor does it evoke visions of speed and agility. Rather, it conjures up pictures of immovable mountains, a lighthouse weathering a storm and a dog named Old Faithful.
The word reliable has its origins in relier, Old French for “fasten” or “attach.” Something reliable can be counted on to be predictable and stable.
In the world of survey research, reliability is essential. You need to be certain that if you ask a question today, that you’d get the same answer if you asked it again tomorrow. You must be sure you are getting information that can be counted on when making decisions. Sadly, that’s not always the case.
Our research on sample quality and consistency has found some sample sources are wildly unreliable and unrepresentative, and others are inconsistent and unpredictable. Most of the time the problem can be traced to either the way respondents are treated, or where they are sourced from.
At Maru/Blue we take great care to treat our respondents with respect, and to source the people who make up our communities from a wide variety of places. As a result, our market communities are reliable and representative.
We know this because we continuously track the reliability of each of our communities. For the past three years we have been tracking questions about things that don’t change very much: owning a car, visiting the dentist, and a preference for sweet vs sour.
The results show that our communities are reliable, even boringly reliable. And that’s a good thing.
To see how reliable our communities are, download our whitepaper (Still, Still) Boringly Reliable. It is freshly updated with data showing that, well, things are not changing. It’s not exciting, but is it important—especially in a time when there are very public examples of how bad sample can lead to results that are utterly wrong.
To learn more about how our market communities in the US, UK and Canada can help you make decisions you can count on, contact us.