Most quantitative researchers are aware of cultural differences when conducting worldwide surveys, and account for these in analysis.  The most commonly cited examples of response styles are:

  • acquiescence and dis-acquiescence response style (ARS/DRS); i.e., the tendency to agree or disagree with an item regardless of the content; and

Mobile devices are increasingly becoming integrated into people’s lives. Whether thinking about telephone or web based surveys, the continued prevalence and preference for mobile has impacted the market research industry in a number of ways.


  1. Online surveys must be mobile-friendly

Will they stay status quo or will they take the leap? They really don’t have a choice if they want to stay in the game. Insurance companies need to plan strategically, innovate for tomorrow and re-evaluate what they want to be to their customers to survive tomorrow. The aging population is growing and younger buyers are demanding more simplicity, value-added benefits, and on-demand solutions. The sharing economy has created not only a whole new revenue stream, but also begs companies to revisit risk and how products and services are offered to meet customer demands.

Companies continually invest time and money to understand their customer experiences. The information gathered re-enforces and drives corporate operations, technology, marketing and communication strategies. All of this is used to strengthen customer’s buying decisions, brand loyalty, and increase market share. Tracking systems and tools are continually used to measure progress, but with rapidly changing and disruptive times, one is left to wonder if companies are indeed measuring the right customer experiences?