Daily Research News Online no. 9645 - SSI Debuts Omnibus, Makes Call for Action

SSI Debuts Omnibus, Makes Call for Action

March 3 2009

Survey Sampling International (SSI) is launching a US Small Business Owner Omnibus, the first of several b2b omnibuses planned based on its proprietary OpinionWorld Business Community. The firm has also issued an industry-wide call to action with its Respondent Preservation Initiative.

The omnibus study will be conducted quarterly and will gauge the attitudes and opinions of small business owners during challenging economic times, as well as allowing individual questions from clients.

The initial study, conducted online from February 13-18, gleaned the opinions of 343 owners on the US economy and the plight of small businesses; future waves will engage 400 owners and will ensure representativeness based on company size (as defined by the US Census on Small Business). SSI says it will aim to make the omnibus representative across industry and revenues as well, as the OpinionWorld Business Community grows.

SSI has also this week issued an industry-wide call to action with its Respondent Preservation Initiative, which aims to 'educate, support, and direct' the industry in putting respondents centre stage and recognising the need to safeguard this most vital resource. Says CEO Kees de Jong: 'it's one way we are rallying the industry in support of one of the most important pieces to the research puzzle - people. It's about opening up a dialogue to make things better.'

SSI says the Initiative is based on thorough research 'to learn why people take surveys and what the research industry can do to make the survey experience satisfying.' It incorporates seminars, webinars and white papers on best practice in the engagement of respondents. Key areas already identified include well-designed questionnaires, appropriate rewards, and letting people take a survey when they want. The company's VP of Global Knowledge, Jackie Lorch, says it has 'been listening to people voice their frustration about unclear question wording, confusing grids, and imprecise survey instructions, as well as the disappointment of surveys closing too soon. The good news is that people want to take surveys. They are naturally curious and they want to express their opinions.'

SSI says it is currently developing an index featuring precise measures of respondents' experiences with specific questionnaires, will share its methods freely with the industry, and will 'begin offering discounts to clients whose surveys provide a superior respondent experience based on index scores'.

The Knowledge Team will share the results of its research at upcoming industry events including the ESOMAR Asia Pacific Conference in China on community based research in Asia Pacific, and the AMA Spring Training.

Founded in 1977, SSI employs 400 people representing 50 countries and 36 languages, and has 15 offices in major cities in Europe, Australia, Asia and the USA. Web site: www.surveysampling.com .