Customer relationships are marketing's problem. Right? Wrong. In a world where people can spend as much time completing a survey online as they do on a website, research has become part of the digital customer experience. Yet, we all know that Introduction the market research industry has failed to engineer our intelligence gathering activities into the personalized, valuable experiences that actually improve customer relationships. We must change our approach. Think about the crazy and disruptive reality of our industry in ƈWe need to treat recent years. Plummeting response rates. Misleading polls. participants with the Bots filling out surveys. An industry begging for public trust. same respect we Many challenges facing the industry today stem from our reliance on unknown samples of customers who see no treat our friends.Ɖ meaningful value in engaging with us. Imagine if you could deliver as much value to your research participants—your customers and potential customers—as you do to your stakeholders. Imagine if it enhanced the experience of the customer. Imagine if intelligence gathering was foundational to building long-term customer relationships. © 2017 GRBN Participant Engagement Handbook | 4 © 2017 GRBN Participant Engagement Handbook | 5