Clients still want 1 hour surveys and we can’t do anything about it : I say turn it down!!
I’ll go further than that: I say turn it down and make it clear to the client that they are the cancer that is killing market research. What in the world can you learn from a sixty minute survey that you can’t learn from a 5-minute one? (I’m not talking about an in-depth qualitative research project, or something where you hook someone up to an EEG and have them watch an episode of CSI: Miami to see what their brain has to say. I’m talking about asking questions, on the phone or on a screen. 60 minutes is 55 minutes too long!
Do we really think the respondents still on the phone (or on the web) at the one-minute mark, the ten-minute mark, and the 60-minute mark are identical?