In several European countries, the worst phase of the pandemic is over. But while for the society go back to pre-COVID normality will take a long time, across Europe lockdown measures are being lifted gradually. In Germany, businesses have started to gradually open up but with caution, with Chancellor Angela Merkel stating that in case of a surge, ''emergency brake' would be applied. Meanwhile, across the English Channel, in the United Kingdom, Prime Minister Boris Johnson has announced new rules about social gatherings and operation of businesses in a bid to keep the pandemic contained.
The global economy, accustomed to continuous growth has been caught unawares and unprepared by the suddenness of these unprecedented circumstances. Like most industries, the market research space is also facing hardships and uncertainty. However, as market researchers, we have the unique capacity and capability to understand the world. At a time of uncertainty, market researchers are in a unique position to contribute towards helping others rebuild.
A significant, yet common problem faced by researchers is that of “ghost completes” – incomplete surveys that register as completes, caused by ‘survey jumpers’ who manipulate the survey URL to jump to the “survey complete” page, bypassing the rest of the questionnaire.