By Kim Bergman

Are the Costs Worth the Risks?

This is a cautionary tale dear reader.

In the current global economic climate, the pressure to cut costs is alarming.  Beware and resist the temptation.  The consequences aren’t worth it.

Over the past couple of years, I’ve noticed an increase in the number of new panelist companies offering their services as “low cost”.  Low cost for anything as the leading reason to buy always raises red flags for me, particularly in the much commoditized online research world.

Because of the implications inherent in market research, the price-service-quality paradigm is best not ignored.  We’ve all had to “clean up” messes created by surrendering to the pressure of low cost.  The cost in dollars is minimal compared to the long-term cost in reputation and trust which can be catastrophic. 

Resist, dear friend, resist!

Feedback welcome.