Samples are as effective as pay

Steve Hemsley’s analysis of the factors underlying poor response rates to market research surveys (MW August 19) suggests that it should be standard practice to pay respondents: fair enough. They are, after all, working for the company (effectively doing unpaid consultancy). However, if as he says, the UK market research industry is desperate to convince consumers that it is worth filling in the forms then, maybe, they might start by trying established methods such as motivational aids: not so long ago, respondents received “goody boxes” that were fun to get and contained samples perceived as having real value. Worth trying, perhaps? Ralph Adam Harrow Middlesex


    Leave a comment