Speed of getting results in online surveys is declining as an important factor, which is a good thing in my opinion.
Until recently, everyone was excited about getting results in a couple of hours, which sounds fantastic, but in practice, you don’t really need it for most projects.
From my experience, there were only a handful of projects where we needed to deliver results in under 24 hours.
Usually, 1-3 days for a general population survey is an optimal speed, and 5-10 days for more niche audiences.
It’s good to have more time, which means you can be more rigorous with data quality processes and checks and be more strict in rejecting bad sample.
I think it’s a pretty good filter nowadays as well. If someone tells you that you’ll get results in a couple of hours, you can suspect that not many data quality checks are in place.
At the end of the day, I think most of the insights industry concluded that you can get results at record speed, but if they are not backed by good quality data, it doesn’t matter. 🚶🏼