Is Samplify® Right for Your Research? A Research Professional Weighs In.

The experienced research professionals at A.D. Laskey Consulting specialize in introducing companies to the value of custom research solutions by implementing research that leads to better business decisions. One of the tools they use is Samplify®, an agile DIY research platform that provides 24/7 access to Research Now SSI’s panel of millions of consumers, with easy-to-use tools for authoring and targeting surveys.
We spoke with President Anastassia Laskey about the firm’s choice.
Q: When a client comes to you with an idea for a project, how do you determine the right research solution?
Anastassia: Clients often approach us with something very specific in mind. They’ll say, “We want to survey this group of consumers about these four topics.” It’s our job to step back and learn the thinking behind the project, to understand their strategic goals.
We can only be confident in recommending a solution once we understand the business problem the client is trying to solve. Then we can work forwards, rather than backwards, to determine the research tools and approach that will deliver the insights they need.
Q: When is a tool like Samplify the right solution for your clients?
Anastassia: Samplify is right for almost all consumer survey projects because we can access so many different audiences instantly and with little effort. It works for concept testing, for awareness, for brand trackers, or just to get a quick pulse of the market. It’s perfect for a PR team doing a quick survey on a brand-related topic.
It has a simple survey building tool that works very well for straightforward surveys. For more complicated studies, we can also use a third-party survey tool and link the survey through to the segmented Samplify audience, and it works automatically. All the instructions are very easy to follow.
Finally, it’s easy to find out how much a survey will cost without having to go back and forth over email for a quote. That’s important!
Q: As a professional researcher, what do you think makes Samplify a good choice for research?
Anastassia: First, the quality of the panel. Our reputation is tied to the quality of the research insights we provide, so knowing we’re getting a high-quality panel is essential.
I also love that you can control all the parameters of a study. Most of the time we know exactly what we want to do with a survey, and the fact that Samplify allows us to customize everything – easily and directly, and on our schedule – is profound for me.
It’s also very quick. In two minutes we can understand if the audience is feasible, and learn how much it will cost. And I know there are experienced researchers behind Samplify, so if we need clarification or help with something in the sample or the results, we can get it without delay.
Q: Thinking about non-professionals who may want to run a survey, what makes Samplify a good choice for them?
Anastassia: The tools are very well designed. They allow professionals like me to exercise a lot of control in creating a survey, but if you don’t want to get into all that, you don’t have to. You can easily create a survey and access audiences.
It’s also cost-effective. The pricing is completely transparent and there’s no license fee. And you don’t have to scope out and buy a separate survey authoring tool, which can be very daunting if you’re not in the profession. So overall, I think it’s great for non-professionals.
Q: What would you say to a company that’s not sure about the value of research?
Anastassia: This gets back to my first answer. If you’re not thoughtful about how you invest in research, there’s a good chance it won’t deliver the value you’re hoping for. I think there are two prerequisites for gaining real advantages from research:

  • First, the topic has to be worth researching. Some information is nice to know, but you don’t really need to know it in order to drive results in your business. If you’re researching something that’s just nice to know, you are likely wasting your money.
  • Second, the research has to be grounded in support of a broader business strategy. When research is a component of a strategy – gaining insights to inform product development for a particular market, for example – it can have a huge impact.

Actual market-based facts can really streamline how an organization operates. Instead of “brainstorming” what to do to address consumer needs, you can be guided by facts about consumer preferences. It brings a lot of clarity to organizations.
A simple tip I give to my clients: You should be able to articulate in just a couple of sentences how the results of the research, whatever they turn out to be, will change how you operate your business now or in the future. If you can, you’ll get the value you’re looking for.