The rapid increase in digital technology is transforming many industries including the market research sector. A seemingly never-ending stream of new technological developments has been coming into the market in recent years, developments which require careful assessment and potential deployment in the companies for which we all work. Technology is unquestionably providing cheaper and faster research for the client. What is also true is that, to remain competitive, all businesses need to be aware of the new technologies that are available to them, and to be able to apply them to any parts of their business very quickly, where appropriate.

TGI, BMRB’s syndicated product and media consumption survey, is no exception. The study is a 25000 sample postal survey with recruitment undertaken on the back of the BMRB Omnibus. This method has remained unchanged for many years. In general, 70% of Omnibus respondents agree to complete the TGI questionnaire, of which 50% return a usable version, one that satisfies our stringent quality procedures. However, as is the case for all types of surveys in recent years, be they face to face, telephone, postal or even Internet surveys, response rates have been falling. This is something we have all had to battle against with ever more creative methods.

Even for what can be described as a fairly traditional type of survey such as TGI, it has been incumbent upon the TGI team to look continuously at all elements of the research survey process including questionnaire design, fieldwork, reminders and data delivery, to see how new technology might improve the way we operate and to make the research process more efficient. Specifically, can the new technology add value to the product, will it improve quality, or will it reduce costs. Or, if we are really fortunate, can the new technology deliver on all three fronts.