Are Influencers a Better Research Panel?
A recent study by PEW Research Center indicates that the issues marketers face around generating accurate consumer insights will not be solved by more complex statistical models. No amount of propensity weighting, sample size, or other variety of statistical techniques matter when the quality of the panel polled is poor. And if the qualification mechanism for your foundational insights is flawed ... the strategy, creative, targeting, distribution and measurement that follows will be too.
The only variable that can be controlled that does matter is the quality of the panel itself.
Influencers, by definition, have such rich consumer empathy and knowledge about the same target audiences marketers are trying to reach that not including them at the point of initial consumer research and insights is a significant missed opportunity. Researchers who haven’t considered tapping into their influencer marketing and relations practices have the chance to increase the value and efficiency of their consumer research practices, while influencer marketing practitioners have a new opportunity to increase the value of their influencer relationships.
In our 2018 Influencer Marketing Consumer Insights & Research playbook, we share how leveraging influencers for consumer research & insights can inspire more empathetic customer experiences across your organization, including: