Today I’m trying desperately to find a copy of the presentation that Kim Dedeker of P&G presented at the 2006 IIR Research industry Summit on Improving Respondent Cooperation. She gave three online concept test examples that would have given wrong results.She was also quoted as saying “Two Surveys a week apart yielded different recommendations… I never thought I was trading data quality for cost savings”
If anyone has a copy or could tell me where to find it on the web that would be great. Alternatively if you saw the presentation and know of the specific issues she ran into I would appreciate any info.
Will share what I can
Thanks
Tom
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3 responses so far ↓
1 SusanAbbott // Feb 9, 2009 at 1:03 pm
If you find this article, could you send it to me please? It sounds fantastic.
2 Tom H C Anderson // Feb 9, 2009 at 1:49 pm
There’s an article in RFL about it. But as far as I understand it now, even in her presentation she did not show any actual data. I corresponded with Kim herself on this topic a few months back asking her for supporting data and she claimed that was P&G info she couldn’t release.
3 Tom H C Anderson // Feb 9, 2009 at 1:55 pm
Here you go Susan: http://www.rflonline.com/clientsummit/notes/Kim-Dedeker-notes.html
This “comment” is what has caused the industry to spend millions of dollars on Research on Research. Don’t get me wrong, not that it’s not necessary or useful, but I think Kim could have given us a little more to go on.
How about it Kim? We’re all interested and willing to help. But we’d also like to see some real numbers here to understand what really happened in your case.
Tom
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