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YouGov Survey Direct allows clients to build surveys with granular targeting capabilities powered by the extensive data points from YouGov Profiles, to reach Gen Pop / Nat Rep and niche audiences.

By receiving results within 24 hours, or a 1-hour express option for rapid turnaround, clients can discover real answers, from real people in their ideal target audience within US and GB, no matter how niche.

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Accurately chart your brand's development across 16 key consumer metrics. Track brands, competitors, and audience sentiment with unparalleled accuracy.

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YouGov is a global data and analytics firm of consumer opinion and behavioral data collected and analyzed in real time across 55 markets. 

Omnibus Surveys

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Operating in a highly competitive market, Vauxhall wanted to understand brand perception, brand image and consideration ahead of a TV advertising campaign launching their new SUV, the all-new Mokka.

The intention of the messaging of the ad &ndash; &lsquo;Unbox Yourself&rsquo; &ndash; was to change brand perception and communicate that drivers of the new Mokka are confident individuals who do not follow the crowd. The ad was a new creative route for Vauxhall, designed to be provocative, with the intention of reaching and delivering new customers, while maintaining current customer loyalty, sponsorships and partnerships.

Vauxhall/Opel tested ad-campaigns

TikTok, through Allison + Partners (a global marketing and communications agency), wanted to identify how consumers define creativity. In particular, what role TikTok and content creators play in growing the creative landscape in Southeast Asia.

The end goal was to strengthen people&rsquo;s appreciation of TikTok as a home for creative expression via TikTok&rsquo;s first ever All-Star Southeast Asia (SEA) campaign. The campaign encourages new creators to submit their video entries to TikTok and be judged by a panel of celebrities, before advancing for a public vote.

Allison + Partners used audience insights to inform TikTok’s campaign launch

Globally operating aviation group Lufthansa to complement brand-relevant insights from internal customer satisfaction surveys to get a more comprehensive picture of their brand perception. For this, the client needed to collect highly up-to- date, valid, and reliable data on their external brand perception. At the same time, Lufthansa needed robust insights into the brand perception of competitors through a uniform survey methodology.

Lufthansa gained brand perception with YouGov BrandIndex

Multinational drinks company Molson Coors needed to track the impact of their Coors Banquet beer being featured organically in the Netflix series Cobra Kai.

Molson Coors wanted to know the exact effect of this exposure on their brand awareness amongst viewers of the show. They needed a clear, accurate and historical brand health analysis to confirm the value of the exposure, and inform strategy on future brand 
sponsorships and partnerships.

Molson Coors measures impact of featuring in a Netflix series

YouGov, the international online research data and analytics technology group, has launched YouGov Survey Direct in the UK and US, a revolutionary self-serve tool that allows users to build surveys with granular targeting capabilities and receive results within an hour.
Survey Direct is directly connected to YouGov’s industry-leading panel. This means clients can target surveys to granular audiences – from parents in the North East who shop at a particular retailer to young graduates who don’t want to be tracked online. Survey Direct’s targeting allows users to find out exactly what such niche groups think in as little as an hour.

 YouGov Survey Direct Launch Release

Which travel & tourism brands - and destinations - do Responsible Travelers perceive best? Who is the ‘Responsible Traveler’? What should brands do to attract more Responsible Travelers? The answers await – plus more in our new report.

YouGov data shows that almost half of all consumers across 43 countries (46%) like it when brands get involved in social issues, while more than two in five consumers worldwide (44%) say they try to buy only from socially and environmentally responsible companies. The sustainability trend will only continue to accelerate, and the winners will be those who were first to take their organizations, people, investments, innovation and customers on the journey to be more environmentally friendly and eco-conscious.

YouGov travel & tourism rankings 2022

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&nbsp;
By Ben Leet 
I was recently asked to present at Insight Innovation Exchange (IIEX) in Europe on the topic of what research will look like in 2020. Considering the company I work for, Instantly, is known as an innovative company my initial thought was that this would be an easy task, but it was made harder with the mandate of not turning it into a sales pitch! Since Instantly is predominantly in the business of supplying audiences for online surveys, I decided to talk about some of the industry trends surrounding our part of the MR world, and what I think will happen in the future.
<h4>Trend 1 – Respondent behaviour</h4>
We ran some comprehensive fieldwork across our panels to assess the state of mind of our respondents. The results were predictable, if a little scary. Almost 60% of the panel spend more than 15 minutes on our sites at a time, and almost 80% of them would consider a survey longer than 15 minutes. However we found that most admit to speeding through surveys at least occasionally. Top reasons given were boring or repetitive surveys or a low incentive.
<h4>Trend 2 – Researcher behaviour</h4>
The surveys that we are asked to field are becoming increasingly long, complex, and repetitive. The average survey length is now over 20 minutes, many of which are still not mobile optimised. To capture high quality data and avoid this trend of speeding through surveys, incentives need to be increased to compensate for the time and inconvenience of taking surveys.
<h4>Trend 3 – Commoditised Market</h4>
Research agencies believe that all panels are built the same (they are not; see trend 4), therefore they only care about the price they can buy sample for. Of course, they will “say” that quality is important, but do not ever ask the right quality questions and instead make a buying decision based on price. To a panel company that has already optimised efficiency, reductions in price have to come from above the gross profit line, i.e. reduce incentives paid out to respondents.
Research agencies are writing long and boring surveys thinking that respondents care about the answers that they are giving in them. The agencies are then paying pennies to those same respondents. Respondent behaviour is therefore changing and they are speeding through surveys as fast as they can to achieve their meagre pay out. Overall, the industry has a misalignment in objectives and it means that any longitudinal data will naturally change over time, even though the methodology “must stay the same to preserve consistency”.
So what next for panel companies?
<h4>Trend 4 – not all panels are built the same</h4>
There’s a common misconception in the industry that all panels are built the same, and that panel = good quality and river = bad quality. Even the Esomar 28 questions allude to this. Consider question #2:
“Please describe and explain the type(s) of online sample sources from which you get respondents. Are these databases? Actively managed research panels? Direct marketing lists? Social networks? Web intercept (river) samples?” Context: The description of the types of sources a provider uses for delivering an online sample will provide insight into the quality of the sample”.
Firstly, the context is completely incorrect. There is absolutely no way that a buyer of sample can gain any insight into the quality of the sample simply by understanding whether said panel is sourced from a panel or a river. As I presented in Amsterdam, a good analogy is to think about fishing. Would you prefer to eat a fish caught fresh today from a lake, or a fish caught a week ago from the Ganges and packaged up? The fish from the lake will taste better, but because we know nothing about it we’d rather eat disease-ridden pre-packed fish that’s caught in bulk from the Ganges? I doubt it.
The quality of online sample provided depends on the actual source of the sample. Panel or river is not a source, it’s a methodology. There are many affiliate networks and publishers that drive traffic to either a survey router (river) or to a panel, and often the same source is used for both river and panel, so it’s all about the sourcing of the traffic.
The right questions that really define sample quality are:
<ol>
<li>What is your recruitment methodology? Describe the different sources and blends used to build the research panels/drive the survey routers.</li>
<li>Does your company have the ability to track respondent quality back to source and therefore actively manage those sources? How is this done?</li>
<li>What are average drop-out rates, disqualification rates and recall rates across the panels that you manage?</li>
</ol>
<h4>Trend 5 – panel companies care more about efficiency than quality</h4>
Of course they do. In a commoditised market, where quality actually counts for zero in the sales cycle, companies have no choice but to drive efficiency to maintain margins. All businesses have shareholders looking to create earnings from profits made, which means cutting costs if prices are in decline.
How most panel companies cut costs:
<ul>
<li>The most obvious area is to make sure that respondents see as many surveys as possible, and can complete as many as possible. This means pre-conditioning them via routing. It optimises the panels, but causes data skews. Long gone are the days of “one invite for one survey”.</li>
<li>Reduced incentives. Mentioned above, incentives are at an all-time low just when surveys are at an all-time high for poor quality and length.</li>
<li>Source cheaper. It’s no coincidence that the cheaper sources of web traffic are also likely to convert into higher profit margins, as those sources drive very active and aggressive survey takers only in it for the money. But, since all panels are built the same and our clients don’t care about this, why not……!</li>
</ul>
At my company for instance, we’re working hard at building technology that drives efficiency in our panels, whilst at the same time not compromising on quality. Our sampling today is focussed around our Adaptive Profiling platform, which uses machine learning and some clever data science “stuff” (algorithms, apparently!) to better predict which surveys would be relevant for which audiences without actually asking them. That drives a better respondent experience without the pre-conditioning that a traditional router would give. This means that we can still afford to close down poor quality traffic sources without compromising our bottom line targets.
What will our world look like in 2020? Considering the speed at which big data and machine learning is taking hold, I can confidently predict that we could build algorithms to replace respondents, and our research agency clients would not notice any differences in data. Indeed, we are already driving our respondents to think like machines as it is. If we want to stop this trend, we have to be better at how we communicate with them:
<ul>
<li>Keep it short. Time is precious. We already know so much about them, why ask the same damn questions over and over again? We can be way smarter in this area.</li>
<li>Think mobile at all times. Nobody wants to sit on a desktop for 30 minutes and take your survey just for fun! Cut it to 10 minutes and send it to their mobile device and the insights gained will be richer and more accurate.</li>
</ul>
Change is happening in this industry faster than at any other time in our history, and now is the time to embrace it before machines take it over completely.

Online Research in 2020: Machines Will Take Your Surveys

Can MR be Motorola and move willingly with our clients and our respondents into the mobile world, or will we be Nokia, dragged kicking and screaming into it with little choice left?

Smartphones Won’t Be Mainstream In Emerging Markets Until….. Now!

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<blockquote>
Editor&#8217;s Note: It&#8217;s been a while since we did a post on mobile only, and since the topic is a large part of the agendas of all of the summer conferences as well as the focus on this week&#8217;s <a href="http://newmr.org/newmr-radio/" target="_blank">Radio NewMR</a> (tune in!), today&#8217;s submission by Ben Leet of uSamp seemed to be appropriate. It&#8217;s a well laid out argument for why the shift to mobile-enabled research needs to be a big strategic imperative for everyone in the insights space.
</blockquote>
By Ben Leet 

As with all things new, adoption takes time. There’s that sense of hesitation and then the slew of questions come: Will it really take off? Do I have to change my business model? What investment do I need to make? Will there be decent returns? Scary stuff, this thing called change.
Two years ago, I probably sat in the same camp on mobile methodology as most. I couldn&#8217;t see how an industry could possibly consider putting those 20-30 minute surveys onto a mobile device. &#8211;&#8220;Just won&#8217;t happen&#8221; were my exact words.
And I was partly right because anything longer than seven minutes doesn&#8217;t belong on a mobile device, and the industry isn&#8217;t going to migrate from online to mobile in that sense; however what I hadn&#8217;t fully appreciated at the time was the power that the smartphone revolution would bring to mobile research. It&#8217;s not about a replacement methodology – it’s an entirely new methodology, and it&#8217;s happening here and now.
After numerous conversations with fellow industry professionals, I offer three core differentiators that best explain why market research needs to heavily invest and integrate mobile in our methodologies:
1. Contextualisation. Research done on a mobile device can provide more context than other approaches. It can document an in-the-moment response by eliminating recall bias; it can capture rich media such as photos or videos; it can even enter into the realms of ethnography via video diaries. Instead of sitting behind an anonymous computer screen taking a survey, respondents can use the mobile to add context to their answers in real time. The holy grail for researchers is to better understand our audience &#8211; here&#8217;s our chance!
Verification. Mobile provides that additional layer of verification, especially for location-based research where through GPS, the phone can know exactly where someone is when taking a survey. It can ensure only people buying certain products are allowed into the survey by using barcode scanning and barcode validation, and photo capture ensures that we can see with our own eyes whether respondents are telling us the truth. Researchers want to increase their &#8220;confidence&#8221; in the data they present to their clients &#8211; here&#8217;s our chance!
Reach. The final piece in the puzzle: Mobile will quickly become more representative of the population than any other methodology, and it&#8217;s also more engaging than any other methodology. We turn our phones on as soon as we wake, check them before bed, and have them by our sides in between. With landline penetration falling and email response rates plummeting, mobile will be the best way to reach our audiences. Here’s our chance to re-engage with that elusive but sought after 18-34 year old age group.
Not only is mobile here to stay, but it&#8217;s already being embraced in many circles. Mobile is no longer a theory; it&#8217;s moving into phase two of its evolution where early adoption has taken hold and businesses are using this technology. I&#8217;m encouraging all MR professionals to move into these uncharted but incredibly exciting waters. Now is your chance to help shape the future of our industry!

After numerous conversations with fellow industry professionals, I offer three core differentiators that best explain why market research needs to heavily invest and integrate mobile in our methodologies.

From Doubter to Evangelist: Why It’s Time To Embrace Mobile Research

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<h3>By Ben Leet</h3>
I recently attended the <a href="http://www.esomar.org/index.php" target="_blank" rel="noopener noreferrer">Esomar</a> 3D conference in Amsterdam and, unsurprisingly, much of the content focused on emerging technologies and techniques such as social media monitoring and of course, mobile devices. The content was wide-ranging, diverse, and thought provoking. I came away with one very clear message – the MR industry was about to experience imminent upheaval.
My philosophy behind this is very simple – there will come a point in the near future where our mobile devices (note: they are not just phones any more!) know more about our habits than we do, as they morph into our brain’s external hard drive. Since market research is all about delving into people’s brains, it seems only fitting to delve into mobile devices in order to more accurate access this data that we crave as an industry.
My phone already knows a lot about me; it knows which flights I have taken in the last year; it knows which shops I have recently visited; it knows where I ate dinner last night. And most of all, it knows my Facebook profile and my Twitter handle; hundreds of valuable nuggets of information, a goldmine of data waiting to tell a story about me, my friends, family, likes, dislikes, media consumption, the list goes on. And this is the tip of the iceberg when I think about how much more intelligent and familiar it will become in just a few short years.
This sounds amazing – we can easily tap into people’s brains, so what’s going to stop us?! However, there is one obvious barrier to this – respondent consent. The MR industry cannot simply mine this data without asking permission to do so, and many people will rightly be nervous about an already sensitive subject of privacy.
I would also argue that, like today, a simple incentive, or “cash purchase” of this data will suddenly make a lot of privacy concerns disappear. Many leading global brands are already pushing the boundaries in this area, so I don’t doubt that the consumer acceptance of MR mining this data will be swift when there’s a reward to be earned.
The key for the industry then (and this was apparent at the Esomar conference during an open forum on the topic), is to move quickly to establish guidelines and to work with legislation bodies around the world to ensure our research “privileges” regarding PII data are maintained into this new digital age.
The other barrier is logistical – data mining is easy enough, but analysis and interpretation of this <a title="Big Data" href="http://greenbookblog.org/2012/11/02/does-big-data-need-to-become-small-data/" target="_blank" rel="noopener noreferrer">big data</a> is currently time consuming, potentially inaccurate, and costly. Just one example from a presentation by Mike Rodenburgh of Ipsos tells the whole story – 1000 Facebook users could generate millions of data points to be analysed – right now we don’t have the right tools to deal with that efficiently and effectively! However, with the inevitable emergence of big data analysis tools, I would predict that this problem will go away reasonably swiftly.
So in summary, it is not long before MR will be tapping into this <a title="uSamp Mobile" href="http://www.usamp.com/technology/mobile" target="_blank" rel="noopener noreferrer">mobile goldmine</a>.  The mobile device will become our brain’s external hard drive; we will outsource many decisions to this device, and as a result, thousands of data points will be created; it will eventually know more about us than we can fathom. Questions certainly remain over privacy and consent, but once tackled, the MR industry is looking to be very well positioned to benefit from these technological advances. The <a title="Mobile Market" href="http://blog.usamp.com/blog/2012/09/05/why-consumer-is-king-moving-with-our-mobile-market/" target="_blank" rel="noopener noreferrer">Mobile revolution</a> is truly upon us.

Man vs. MR’s Goldmine, Mobile: The Medium Is The Message

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&nbsp;
By Ben Leet
Make no mistake, we are still at the beginning of a digital revolution. Much like the industrial revolution back in the 1700s and early 1800s when we believed steam power was the pinnacle of technological achievement, so today we are in that phase where we believe the Internet and mobile technology are the limits of human capability. Do I know what&#8217;s coming next? If I did, I would be a wealthy man, but I would nonetheless bet money that the digital revolution is still in its infancy, with many changes and challenges still ahead of us.
With new technology comes new applications, ideas, concepts. We in MR talk regularly about &#8220;mobile research&#8221;, &#8220;social media monitoring&#8221;, &#8220;big data&#8221;, and many others, as we seek to use these new tools for a commercial advantage, to offer something new, to convince a client that working with our company is good because we are innovative and forward thinking. However at this point it is worth mentioning that online research is no longer seen as innovative, it&#8217;s the norm for an ever increasing amount of our industry spend, which is why &#8220;online&#8221; is no longer an industry buzzword.
So what if we project forward 20 years, an even bigger time frame compared to that which saw online research born and raised into an adult methodology? On the long term horizon we have huge changes ahead in the way that humans consume media, buy products and services, and interact with each other in our social lives. And all of this will be played out through a digital revolution, where the &#8220;big data&#8221; we see right now is only the tip of the iceberg compared to the data surrounding our everyday lives that will be captured, stored and used in 2032. So how much research will we really need, when we will think we know everything there is to know about human bahaviour and decision making through the simple tapping of a data stream?
Of course, MR will very much be alive in the longer term future. But it will probably be in the form of consumer engagement, psychology, interpretation, emotional measurement, all things distinctly unattainable from data alone. This will be intertwined with technology that helps us capture sentiment and emotion just as easily as capturing a ten point rating scale is today. In fact, some of this technology already exists in the form of eye tracking, hotspot mapping, emotional response capture to video footage, to name a few, but there will undoubtedly be many more of these products arriving into the MR marketplace in the not too distant future.
I argue therefore, that market research simply for capturing quantitative data will be long dead 20 years from now, since there will be no need for this technique when the data will already exist in cheaper and more accessible forms. I even question the future role of data analytics, as predictive algorithms will become so advanced that human intervention will rarely be needed, because data confidence levels will be well within acceptability.
So ask yourself this question &#8211; if we took away the need for quantitative data collection, would your company continue to exist and thrive today? Is it well set to survive the digital revolution? If the answer is no, now is the time to embrace innovation and plan for change, because we are only at the beginning of what the future holds.

Will Market Research Still Exist In 20 Years?

By Ben Leet 
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Texting on the Tube (Photo credit: Annie Mole)
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It is the summer of 2012. &nbsp;As I sit on a busy train during my morning commute, fellow&nbsp;passengers&nbsp;are glued to their mobile devices &ndash; almost all smartphones. Most people are not talking on these phones. They are pinching and scrolling, browsing and thumbing. They are streaming information as fast as it&rsquo;s released- a visual sign of the future of human behaviour. In fact, scrap &ldquo;future&rdquo; &ndash; it&rsquo;s here, right now, and is only expected to proliferate. So I wonder why we continue to question whether our industry should adopt mobile research as a core methodology?
<div>
<div class="wp-caption alignright" style="width: 310px;"><a href="https://commons.wikipedia.org/wiki/File:Mobile_v_s_desktop_Internet.xlsx-1.jpg" target="_blank" rel="lightbox[1360] noopener noreferrer"><img title="English: Forecasts for mobile and desktop Inte..." src="https://upload.wikimedia.org/wikipedia/commons/thumb/8/87/Mobile_v_s_desktop_Internet.xlsx-1.jpg/300px-Mobile_v_s_desktop_Internet.xlsx-1.jpg" alt="English: Forecasts for mobile and desktop Inte..." width="300" height="227"></a>
(Photo credit: Wikipedia)
</div>
English: Forecasts for mobile and desktop Internet, original data from Morgan Stanley report on mobile Internet</div>
Morgan Stanley predicts that the number of searches done on mobile handsets will overtake those done by PC in the next year. Others posture that the mobile internet&nbsp;will overtake desktop internet usage within three years. Alarming though this sounds, it&rsquo;s a real environment for the consumer &ndash; they, we, have the internet in our pockets 7 days a week and 24 hours a day. Why would we open up a PC or notebook to do our browsing, surfing, buying, networking, organising when we can do it with just a few clicks without moving from our chairs?
So what does this all mean for the MR industry?
As researchers, we have to understand this shift in behaviour, and see it as an opportunity rather than a threat. Our survey respondents haven&rsquo;t changed, but the way that they use technology has. If we as an industry are not able to keep up, then we risk losing our most prized yet undervalued asset &ndash; our consumers, respondents, the people who regularly provide the feedback we need to do our jobs and sell our products.
Of course, I&rsquo;m not suggesting we try to cram a 30 minute online survey into a mobile device. That just won&rsquo;t work. But what we can do is make use of this new behaviour to devise new methodologies that can be sold to our client base and generate additional revenues for the MR industry as a whole.
One potential innovation is geo-targeting: the only other methodology that can successfully create a geo-targeted survey is a face-to-face researcher and clipboard, which is expensive and not particularly twenty-first century. Instead, why can&rsquo;t we push a survey to respondents that&rsquo;s relevant to the particular location they are standing in? Consumers could elect whether or not they wanted to participate, would be paid an incentive if they chose to respond. As a result of technology, the data is also likely to be of higher quality because people have actively chosen to participate rather than having to be coerced at the store exit. The power is in the hands of the participants that we value.
<div>
<div class="wp-caption alignleft" style="width: 250px;"><a href="https://www.flickr.com/photos/67953162@N00/1234638761" target="_blank" rel="noopener noreferrer"><img title="Techo-Teenagers" src="https://farm2.static.flickr.com/1358/1234638761_739af532ea_m.jpg" alt="Techo-Teenagers" width="240" height="180"></a>
Techo-TeenagersTecho-Teenagers (Photo credit: Leonard John Matthews)
</div>
Another very simple example of the benefits of mobile research is the ability to reach younger audiences. A few weeks back, a group of friends and I were camping with no power. Most of us turned off our mobiles for most of the time, but this one 16 year old spent at least an hour a day trying to find power so that he could stay in touch with friends. Once again, my aha! moment was triggered by observing human behaviour. Mobile is the way for the MR industry to engage with the ever elusive 16-24 age group.
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Conclusion? It&rsquo;s not the audience that&rsquo;s the problem, we are! This guy has better things to do with his time than responding to an e-mail inviting him to take a 20 minute survey for a few cents, but get him to download a cool app with relevant rewards and an interesting (and short!) survey, and the response rates will rocket.
As an industry, we have to start thinking more about this consumer behaviour and tailoring methodologies to suit it rather than continuing to push the same boring and lengthy online surveys to audiences that just aren&rsquo;t interested. Why ask people to stop at a store exit with arms full of shopping bags rather than simply pinging them the same survey through their mobile? Just because the clipboard approach has worked in the past doesn&rsquo;t mean that it will work in the present mobile age.
And respondents are the lifeblood of our industry &ndash; without their opinions, we have no product, service or value that we can add. In fact, without respondents, we have no MR industry at all: therefore we must keep pushing forward with mobile methodologies to simply keep up with consumer trends, before those same consumers disengage with us entirely. So let&rsquo;s move with our market, and get started on mobile today

Why Consumer Is King: Moving With Our Mobile Market

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<blockquote>Editor&#8217;s Note: Ben originally posted this on the <a href="http://blog.usamp.com/" target="_blank" rel="noopener noreferrer">uSamp blog</a>, and you have to give kudos to both he and his company for looking at the foibles of their business and attempting to lead the charge to change the way online sample companies relate to their most important asset: consumers. That said, as Ben points out below it is up to the entire research community to work to change this model: market research IS a business, and market forces will drive either the success or failure of our efforts to change our stripes. For those who don&#8217;t think this is true and that the &#8220;way we have always done things is the right way to do them&#8221; I encourage you to think about three things: Google, Facebook, &amp; Wayin. Business as usual isn&#8217;t good enough any more if our industry wants to thrive in the new marketplace we are in. Hats off to Ben and everyone else who are acting as change agents to help bring about the transformation of our industry.</blockquote>
By Ben Leet
I recently attended the <a href="http://www.mrsannualconference2012.com/" target="_blank" rel="noopener noreferrer">MRS annual conference</a> in London as well as the <a href="http://www.mrmw.net/">Market Research in the Mobile World</a> conference in Amsterdam, and as usual they were both inspiring and thought provoking events. Of the papers or presentations that I was lucky enough to watch, very few were based on self-promotion and instead focused on what we as an industry can do to improve our craft. Topics ranged from gamification to NLP (neuro-linguistic programming), <a href="https://www.greenbook.org/marketing-research/civicom-to-lead-mmra-workshop-on-mobile-quantitative-research-tools-35381">MRMW</a> was almost exclusively focused on the use of mobile devices for research, there were plenty of case studies on new or innovative methodologies, and of course the odd interesting debate crept in along the way.
However one thing struck me as distinctly lacking from any topic – <a href="http://blog.usamp.com/blog/2011/09/07/online-sample-quality-in-a-changing-market-research-industry/">survey respondents are also people</a>. People have a life outside of sitting on their computers / iPads / iPhones and taking online surveys. I really feel that the industry is losing sight of this, maybe because there is no telephone or face-to-face contact with the respondent. Maybe because the appeal of mobile surveying has eclipsed attention to panelist experience (mobile does not mean that respondents are impervious to the invasiveness of answering questions poorly formatted to the medium). Maybe because we as an online panel industry refer to our people as “assets”, “sources”, “panelists”, “traffic”, but whatever the reason I’m calling on us as an industry to re-focus.
I’ll give a topical example. Jon Puleston of GMI did a great presentation on gamification at the MRS, and how a gamified survey can have a significant impact on the survey taking experience of the respondent. The key take away from that session was that if we can find better ways to interact with our people, they will spend more time considering their responses, they will be more engaged with the survey topic, and therefore the quality of data and insight at the back end will be much richer as a result. Or as Kristen Luck of Decipher very accurately explained at MRMW – “Respondents don’t care what researchers think to methodology, they just want to use the best and most convenient device for them”.
From a panel management perspective, more attention in this area also means that those people will remain active on the panel for longer, meaning more efficiencies for the panel companies. Personally I’m all in favor of approaches like gamification or mobilization, and there are plenty of panel and technology companies flying the flag on this, but here’s the problem – I see little evidence of uptake.
Fast forward just a few days after MRS and I had first hand evidence of a project which was the antithesis of most of the MRS conversation topics. People (not just panelists – actual human beings) were being asked to wait five minutes to download four online ads before they could even begin the survey, (most of which dropped out before the download completed), and then of those that did do the download, only 10% of them actually qualified to take the survey. Once the people reached this point, they then had to sit through 20 minutes of very dreary and boring questioning with lots of grids, open end questions and little else.
I admire GMI, and other companies, that are trying to get innovative in the MR industry and develop technologies that help engagement with our respondents. But without buy in from the client side, without MR agencies being prepared to work with us on these initiatives, I’m worried that we will continue to close our eyes and pretend that panelists are just a number, defined by how many survey completes can be generated and not by the quality of the data they are providing.
To all researchers out there that design surveys and commission panel companies, please ask yourselves two questions:
<ul>
<li>Would you take that survey yourselves?</li>
<li>How much money would you want to be paid to do so?</li>
</ul>
In many cases, the answer would either be “no”, or “a lot more than my total CPI from my panel provider”.
So please, as an industry let’s re-focus, treat respondents as people, and design surveys that they want to take, and adapt them to the appropriate environment (be it mobile or otherwise), with the right incentives to make them want to take their time and answer honestly and accurately.  Otherwise we’re just accepting bad data as commonplace, with more regard for profit margins than quality of insights, and that’s not the industry I saw on show at both the MRS and MRMW conferences.

Treating Survey Respondents As Real People

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By Ben Leet 

It’s easy to sit and blame Mark Zuckerberg. After all, isn’t he the one that radically changed the way that humans interact with each other, creating this frenzy around two buzzwords: “social media”?
However Facebook hasn’t changed the way human beings think, interact or communicate&#8211;it’s simply given us a tool to do this more efficiently than we could have done before. We are fundamentally sociable beings; we build friendships and relationships; we take care of our young, sick or elderly, and we place huge emphasis on our interactions with others. And yet, when the world got smaller and we invented cars and planes, we partially lost a sense of this as we flew the proverbial nest and went in seek of riches further afield. The net effect of this was that time became a precious commodity – you had to prioritize who to stay in touch with, when you would see them, and how you would build and maintain those long distance relationships.
Then we invented the internet. The internet allows us to maintain that sense of interaction with others, no matter how far away or over what period of time. Think about it – would you take a trip home to catch up with an old college friend you hadn’t seen in 20 years? Probably not, but adding them on Facebook is great because it takes seconds -not hours- to maintain that relationship.  And the more virtual connections we have, the stronger our feeling of community and self-worth becomes.
So in the marketing world, an ideal scenario is where consumers are connecting with brands in the same way that they engage with their old college friend. It’s a relationship, like any other, linked through the liking of a Facebook page or any number of other social media outlets, and these connections create a sense of engagement between the brand owner and the customer. Marketers today can immediately track and assess the impact of any online viral campaign simply by monitoring page views, likes, retweets, etc., but more importantly they can then engage with that customer group in real time for any number of things, since they have an existing and perceptibly strong relationship already in place.
This gives market research a problem. Historically, the role of market research was to have a dialogue with people, customers or otherwise, present feedback and recommendations to the wider marketing teams, who would then take action in the form of outbound (or one way) communication. MR would then measure the effectiveness of that communication through more dialogue; however, marketing departments are now having two-way dialogues directly with their customers, enabled by social technology, which is putting the proverbial MR nose out of joint. This is the root cause of the “self-service” model that hits a nerve with the MR industry.
Is this trend going to kill MR? Of course not. Marketers still need the trusted eye of an MR expert to understand consumer behavior. The MR industry (both client and agency side) needs to work much more closely with marketing departments to help them drive more value from these relationships. Having a turf war with marketers over who owns the dialogue and relationships will only have a non-productive outcome, but if MR can maximize its analytical capabilities and understanding of behavioral traits to deliver insights that marketers don’t have the experience to find on their own, MR and marketing will once again work in harmony to add significant combined value to any brand or business.
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Will Social Media Kill MR?

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<blockquote>Editor&#8217;s Note: With yesterday&#8217;s news regarding the SurveyMonkey/MarketTools deal (which I covered <a href="http://greenbookblog.org/2011/12/14/diy-gets-empowered-a-quick-analysis-of-the-surveymonkeymarkettools-deal/" target="_blank" rel="noopener noreferrer">here</a>) today&#8217;s post by Ben Leet of uSamp seems particularly appropriate. It was the first wave of the recession that drove me to close Rockhopper and begin this adventure in exploring both innovative research approaches and business models, so thoughts around how to build a recession-resistant market research offering is never far from my mind. I think Ben nails the analysis here: the key is meeting client needs in a changing business environment and delivering maximum impact.
Like it or not, in this economic climate that means cheaper/faster/(maybe) better will be part of the decision calculus from buyers. For sure  other factors such as expertize, relationship building, and service quality come into play as well, but we simply cannot ignore the economic factors and their impact on the transformation of the market research value proposition.
Enjoy Ben&#8217;s post; it shouldn&#8217;t be taken as a dire prediction but rather as input for smart strategic decision making by business leaders.</blockquote>
By Ben Leet
The European Economy is back on the brink. In recent weeks we’ve seen new governments installed in Greece and Italy, debt levels rising to dangerous levels in other EU countries, and a European Central Bank that seems unwilling or unable to step in. Politicians are divided as to the best course of action, which has led to very little action and has created an even larger sense of economic uncertainty across the whole region.
We don’t know for certain that another recession will hit in 2012, but it seems unlikely that the Eurozone is going to avoid it. In fact most commentary on the subject seems keen to talk us straight back into a recession, with consumer confidence dropping ever more steadily at every mention of the words “double-dip”. As before, there will be talk in MR circles about our industry being relatively “recession proof” – businesses still need to invest in research to make decisions after all, and many argue that this is even truer in times of uncertainty.
The issue for the MR industry is that during tough times, although end clients want to continue doing research, they also want more for their budgets –and they want it fast. For any brand or business to progress they need to be reactive to the market and to consumer trends; in turn, the MR industry needs to keep up with these new and ever-increasing demands. We have already seen the impact of this – online research is being used to replace other methods to maximize time and cost, even when online may not be a fit-for-purpose methodology, end clients have more and more tools available to conduct research themselves, and new methods such as mobile and social media are also emerging to cater for these increasingly tough demands.
Should a recession hit 2012, these new models will be driven forward at an even faster pace than we have previously experienced. In my last blog post, I wrote about the MR industry being conservatively innovative, with end clients being the driver behind this pace of change—a recession will only amplify this industry development. In essence, an increasing number of end clients will make tough decisions about whether to continue using MR agencies, or whether to try and go it alone. MR agencies that add genuine value will always have plenty of demand, but work that is low value-add and simply a data collection process will increasingly migrate towards end-client management and delivery in order to save both time and money.
With the right tools at hand, there is a place in the industry for end clients to self-serve, and I don’t think the MR industry should discourage this direction; in fact it should be embraced. The difficulty for end clients will be in deciding what they sacrifice and where – in depth analysis and high level value, or lower cost and faster turnaround. Ultimately, the end clients who get this mix right will be the ones nimble enough to move with the fast pace of change the 2012 economy will bring, whilst at the same time taking the right strategic steps towards their longer term goals. If only our European political leaders can learn from the private sector and engage in the same thought process.
As for MR suppliers, those that get their propositions correctly aligned with the demands and visions of customers can still be hugely successful in 2012, even with another recession looming. For uSamp, that means continuing to develop our cutting-edge technologies to keep pace or outpace the marketplace, and you can find out more about our products on our website <a href="http://www.usamp.com" target="_blank" rel="noopener noreferrer">usamp.com</a>.
From uSamp Europe, we wish all our clients and partners a prosperous 2012!

We don’t know for certain that another recession will hit in 2012, but it seems unlikely that the Eurozone is going to avoid it. The issue for the MR industry is that during tough times, although end clients want to continue doing research, they also want more for their budgets –and they want it fast. For any brand or business to progress they need to be reactive to the market and to consumer trends; in turn, the MR industry needs to keep up with these new and ever-increasing demands.

2012 EU Forecast: Can The Market Research Industry Beat Uncertainty In The Eurozone?

Microsoft recently <a href="https://news.microsoft.com/en-sg/2023/07/07/ihis-inks-mou-with-microsoft-to-deepen-collaboration-and-trailblaze-generative-ai-and-cloud-innovation-in-healthcare/">announced</a> that it is working with Singapore&rsquo;s national healthtech agency Synapxe (formerly IHiS) to develop SecureGPT for Healthcare Professionals.
The generative artificial intelligence (AI) platform &ndash; to be powered by the tech giant's Azure OpenAI Service &ndash; aims to <a href="https://www.straitstimes.com/singapore/health/moh-agency-microsoft-to-develop-ai-tool-for-healthcare-workers-in-s-pore">automate some time-consuming tasks that healthcare workers currently perform manually</a>. These include summarizing key patient information from clinical notes and laboratory reports, tracking medication changes and usage, to even dispensing information on care protocols for medical conditions &ndash; from a dedicated healthcare knowledge base.
But how comfortable are patients with <a href="https://www.greenbook.org/insights/barriers-to-ai-in-healthcare" target="_blank" rel="noopener">AI-powered healthcare</a>? What kinds of medical services are they willing to receive from an AI or robot &ndash; and how does this differ across key APAC markets?
<iframe id="datawrapper-chart-kUwVX" style="width: 0; min-width: 100% !important; border: none;" title="APAC residents are generally more open to AI-supported healthcare, compared to residents of other global regions" src="https://datawrapper.dwcdn.net/kUwVX/2/" height="520" frameborder="0" scrolling="no" aria-label="Dot Plot" data-external="1"></iframe>
Latest <a href="https://business.yougov.com/product/realtime">YouGov Surveys</a> research across 18 major markets globally found that residents in APAC are generally more likely to welcome the use of AI and robots in healthcare, compared to denizens of other global regions like EMEA and AMERS.
A larger percentage of APAC residents say they would be open to having AI analyze their personal health data and tailor personalized health programs, provide medical advice on treatment of common health conditions, as well as diagnose potential illnesses and critical conditions.
However, when it comes to receiving robot-assisted surgery and getting prescriptions from a robot pharmacist, a relatively larger percentage of EMEA residents say they are open to this. Now let&rsquo;s drill into this data by market.
<h2 class="p8">How open are Australians to AI/robot-supported healthcare services?</h2>
Over a quarter of Australian residents say they would be willing to have their health data monitored and analyzed by an AI (28%), undergo surgery conducted with robotic instruments operated by a human surgeon (26%) and to be lifted/moved in a hospital by a robot (26%).
Less than a fifth of residents, however, are keen on having an AI doctor assess common medical conditions and provide advice on treatment options (16%), to receive a personalized health program tailored by AI (14%), or to receive AI-powered mental health counseling (8%).
<iframe id="datawrapper-chart-7hwBt" style="width: 0; min-width: 100% !important; border: none;" title="Willingness of Australian residents to receiving healthcare services from an AI or robot" src="https://datawrapper.dwcdn.net/7hwBt/2/" height="594" frameborder="0" scrolling="no" aria-label="Bar Chart" data-external="1"></iframe>
Compared to other APAC markets, residents in Australia are significantly less likely to permit AI to analyze health data and tailor personalized health programs, diagnose potential illnesses / common and critical medical conditions, and be open to AI-supported mental health services.
<h2 class="p8">How open are Singaporeans to AI/robot-supported healthcare services?</h2>
Close to half of Singapore residents say they would be willing to have an AI monitor and analyze their health data (47%): this is significantly higher than the APAC average.
<iframe id="datawrapper-chart-0bHlo" style="width: 0; min-width: 100% !important; border: none;" title="Willingness of Singapore residents to receiving healthcare services from an AI or robot" src="https://datawrapper.dwcdn.net/0bHlo/1/" height="594" frameborder="0" scrolling="no" aria-label="Bar Chart" data-external="1"></iframe>
About a third are open to having robots lifting/moving them in hospitals (32%), while more than a quarter would be willing to have an AI tailor personalized health programs for them (28%) or dispense medication (28%).
Notably, Singapore residents are significantly more likely than the average APAC resident to be open to receiving prescriptions from a robot pharmacist (28%).
In contrast, less than a seventh of Singapore residents are keen on receiving AI-powered mental health counseling (14%) &ndash; significantly lower than the APAC average.
<h2 class="p8">How open are Hong Kongers to AI/robot-supported healthcare services?</h2>
Three in seven Hong Kong residents say they would be willing to have their health data monitored and analyzed by an AI (42%).
Additionally, three in eight are open to being lifted/moved by robots in hospitals (38%) and to receive robot-assisted surgery (37%): this is significantly higher than the APAC average.
Hong Kong residents are also significantly more likely to be willing to have an AI doctor assess common medical conditions and provide advice on treatment options (30%) compared to the average APAC resident.
<iframe id="datawrapper-chart-V1O2T" style="width: 0; min-width: 100% !important; border: none;" title="Willingness of Hong Kong residents to receiving healthcare services from an AI or robot" src="https://datawrapper.dwcdn.net/V1O2T/1/" height="594" frameborder="0" scrolling="no" aria-label="Bar Chart" data-external="1"></iframe>
Healthcare services relating to mental health and drug/medication prescription had the lowest share of residents who are open to receiving them from an AI &ndash; at around one in five &ndash; although this was comparable to the APAC average.
<h2 class="p8">How open are Indonesians to AI/robot-supported healthcare services?</h2>
Two-fifths of Indonesian residents say they say they would be willing to have their health data monitored and analyzed by an AI (40%).
Additionally, a third are open to receiving personalized health programs tailored by an AI (32%) &ndash; significantly higher than the APAC average.
<iframe id="datawrapper-chart-pW73t" style="width: 0; min-width: 100% !important; border: none;" title="Willingness of Indonesian residents to receiving healthcare services from an AI or robot" src="https://datawrapper.dwcdn.net/pW73t/1/" height="594" frameborder="0" scrolling="no" aria-label="Bar Chart" data-external="1"></iframe>
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Indonesian residents, however, are significantly less likely than the average APAC resident to be willing to have robots lift/move them in hospitals (22%), dispense medical prescriptions (17%) or perform surgery on them with human operation (15%).
Methodology: <a href="https://business.yougov.com/product/realtime">YouGov Surveys: Serviced</a> provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 510 and 2,044 for each market. All surveys were conducted online during June 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. <a href="https://business.yougov.com/product/realtime">Learn more about YouGov Surveys: Serviced</a>.

Discover the APAC residents' attitude towards healthcare services provided by AI and robots on our website.

AI in healthcare: Is APAC ready for medical services powered by artificial intelligence?

AI in Healthcare: Is APAC ready for Medical Services Powered by Artificial Intelligence?

Marketing in the metaverse &#8211; <a href="https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2021/12/21/why-the-metaverse-is-marketings-next-big-thing/?sh=6296845c25f0">an immersive digital environment, where people can interact in real-time through virtual avatars</a> &#8211; has generated <a href="https://www.campaignasia.com/article/marketing-in-the-metaverse-the-biggest-opportunities-for-brands/473059">considerable buzz</a> today. Brands in the Asia Pacific, from <a href="https://www.campaignasia.com/article/dbs-goes-clubbing-on-fortnite/463355">Singapore’s largest bank DBS</a> to the <a href="https://www.forbes.com/sites/leeorshimron/2022/01/12/the-australian-open-swings-into-the-metaverse-will-it-be-an-ace/?sh=3b88f4accfe9">iconic</a> <a href="https://www.gizmodo.com.au/2022/01/australian-open-metaverse/">Australian Open</a>, are racing to create distinctive characters and spaces in this virtual realm. Given it’s still too early to speculate what exactly the metaverse will evolve into as part of the &#8220;<a href="https://www.marketingmag.com.au/hubs-c/will-metaverse-marketing-be-the-next-big-thing/">next phase of the internet&#8221;</a>, we set out to ask consumers today how open they are to <a href="https://business.yougov.com/content/40805-do-americans-understand-metaverse-and-do-they-care">enter into a three-dimensional (3D) virtual world to socialise, work, and shop</a>?
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<h3 class="p4">Venture into the virtual? Charting consumer interest in Singapore and Australia</h3>
The latest research from <a href="https://business.yougov.com/product/realtime">YouGov RealTime Omnibus</a> commissioned for GreenBook reveals that, as of February 2022, around half of Australians (AU) and Singaporeans (SG) are interested in socialising, working, and shopping in a 3D virtual space, although enthusiasm in Australia is lower than that in Singapore.
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Across the two markets, interest in virtual shopping is the highest of the three activities (54% in SG, 49% in AU), just ahead of virtual working (52% in SG, 46% in AU) and virtual socialising (48% in SG, 44% in AU).
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<iframe id="datawrapper-chart-nhucO" style="width: 0; min-width: 100% !important; border: none;" title="Men are more interested in VR activities than women" src="https://datawrapper.dwcdn.net/nhucO/10/" height="309" frameborder="0" scrolling="no" aria-label="Split Bars"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script>
In terms of gender, men appear to be keener on virtual reality (VR) than women – be it for shopping, working, or socialising – whether in Singapore (70% interest among males, 62% interest among females) or Australia (68% interest among males, 58% interest among females).
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<iframe id="datawrapper-chart-exLsU" style="width: 0; min-width: 100% !important; border: none;" title="Nearly fourth-fifths of young Singaporeans ready to embrace the metaverse" src="https://datawrapper.dwcdn.net/exLsU/10/" height="326" frameborder="0" scrolling="no" aria-label="Split Bars"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script>
In terms of age, as you might expect, interest in VR is highest among younger consumers in Singapore aged 18-34 years (77%). But even though it is lower among older Singaporeans, almost two-thirds of those aged 35-54 years (65%) and more than half of those aged 55 years or older (57%) still express an interest.
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The same pattern holds true for Australians, with the highest interest among consumers aged 18-34 and 35-49 years (77%). The difference in Australia is that this interest falls away significantly among consumers aged 65 years and older (33%).
<iframe id="datawrapper-chart-PURsu" style="width: 0; min-width: 100% !important; border: none;" title="Nearly fourth-fifths of young to middle-aged Australians are ready to embrace the metaverse " src="https://datawrapper.dwcdn.net/PURsu/11/" height="326" frameborder="0" scrolling="no" aria-label="Split Bars"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script>
<h3 class="p4">Where do people want to visit virtually? Top metaverse destinations as ranked by Singaporeans and Australians</h3>
When we asked Singaporeans about the places they would be keen on visiting within a 3D virtual space, more than a third expressed interest in museum and art exhibitions (35%), tourist attractions (34%), as well as clothing and fashion stores (34%). On the other hand, gardening stores (13%), banking and insurance branches (14%), and casinos (15%) are the metaverse destinations that least interested Singaporeans. Meanwhile, only a seventh of consumers in Singapore say they are not interested in visiting any of the listed destinations virtually (14%).
<iframe id="datawrapper-chart-QN4d4" style="width: 0; min-width: 100% !important; border: none;" title="Museums, tourist spots, clothing stores are Singaporeans' top metaverse destinations" src="https://datawrapper.dwcdn.net/QN4d4/9/" height="733" frameborder="0" scrolling="no" aria-label="Column Chart"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script>
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In the case of Australians, more than a quarter of consumers expressed interest in clothing and fashion stores (31%), furniture stores (30%), museums and art exhibitions (28%), and grocery stores and supermarkets (26%). On the other hand, Australians are least interested in visiting casinos (8%), banking and insurance branches (14%), and amusement parks (15%) in the metaverse. Notably, over one-fifth of consumers in Australia say they are not interested in visiting any of the listed destinations virtually (22%).
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<h3 class="p4">Why would Singaporeans and Australians visit a shop in the metaverse?</h3>
We also asked Singaporeans what would interest them in visiting a shop in 3D virtual space, and found that not needing to physically travel to a location (53%) and checking out without having to queue in line (52%) are the most compelling factors. Of less interest is the ability to visit more places in a shorter amount of time (47%), and reduced exposure to COVID viral transmission (47%), with personalised recommendations (28%) taking the bottom spot.
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Among Australians, not needing to physically travel to a location (41%), being able to visit more places in a shorter amount of time (39%), and reduced exposure to COVID viral transmission (38%) are the most compelling factors. Of less interest is checking out without having to queue in line (28%), while personalised recommendations (20%) are the least important factor among Singaporeans.
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 <div class="post-related-post">
 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/umgs-cassandra-tan-talks-about-consumer-engagement-during-the-economic-downturn">UMG’s Cassandra Tan Talks about Consumer Engagement during the Economic Downturn</a></h4>
 </div>
 
<h3 class="p3">Methodology</h3>
<a href="https://business.yougov.com/product/realtime">YouGov RealTime Omnibus</a> provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 7-9 February 2022, with a nationally representative sample of 1255 Singaporean and 1018 Australian adults (aged 18+ years), using a questionnaire designed by YouGov.
Singapore data figures have been weighted by age, gender, and ethnicity to be representative of all Singaporean adults (aged 18+) and reflect the latest Singapore Department of Statistics (DOS) estimates. Australian data figures have been weighted by age, gender, and region to be representative of all Australian adults (aged 18+) and reflect the latest Australian Bureau of Statistics (ABS) population estimates. <a href="https://business.yougov.com/product/realtime">Learn more about YouGov RealTime Omnibus</a>.

How Likely Are Consumers in Singapore and Australia to Embrace the Metaverse?

As the world increasingly recognizes the contributions of women in all walks of life, a new international study from YouGov Omnibus explores how women and men view household economics, the division of domestic duties, and the future of women and men in the workforce.
The quantitative study spans three continental regions and nine markets – United States, United Kingdom, France, Germany, Sweden, Hong Kong, Thailand, India, and Saudi Arabia. The study of over 14,000 people – 7,225 women and 7,320 men – reveals that though more women have joined the workforce around the world, their role as the central figure in the home hasn’t diminished.
Globally, more than one in five women who live with a partner (22%) say they either earn more than their partner or contribute the full amount to their household’s total income. Less than a fifth of women (17%) around the world report that they contribute as much as their partners do. More than half of the women who cohabitate (52%) say that their partner either earns more than them or contributes the full amount to their household’s total income.
&nbsp;
<img decoding="async" class="aligncenter wp-image-20466" src="https://wp.greenbook.org/mr/wp-content/uploads/2018/04/image01-300x173.png" alt="" width="1024" height="589" />
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For women who take on more economic and domestic burdens, necessity may be the mother of invention – they are more comfortable than other women taking on traditionally “male” roles.
&nbsp;
<img decoding="async" class="aligncenter wp-image-20467" src="https://wp.greenbook.org/mr/wp-content/uploads/2018/04/image02-300x146.jpg" alt="" width="1024" height="499" />
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For women who take on more economic and domestic burdens, necessity may be the mother of invention – they are more comfortable than other women taking on traditionally “male” roles.
Today’s women aren’t just balancing a lot &#8211; they’re planning big things for future generations. They’re more likely than men to say they would encourage girls to pursue traditionally male-dominated fields – and to encourage boys to enter female-dominated ones.
Read more in YouGov’s latest report: <a href="https://today.yougov.com/find-solutions/insights/yougov-reports/womens-voices-paving-way-future-generations/?utm_medium=Website&amp;utm_source=Article&amp;utm_campaign=US_2018_Omnibus%20IWD_Whitepaper">“Women’s Voices: Paving the way for future generations”</a>.

Today’s Women are Working Hard – And Planning Big Things For Tomorrow’s Women

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