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BusinessWeek Research Services uses GMI to gather international sample

2 January 2008

BusinessWeek Research Services has recently turned to GMI for its hard-to-fill international sample needs. BusinessWeek Research Services is a full-service custom research department that conducts research for BusinessWeek as well as external clients.

Most recently, BusinessWeek Research Services came to GMI, on behalf of a German client, to tap into hard-to-reach Chinese sample. “We needed to conduct an international study in the insurance space,” explains Marc Scheer, Account Executive in charge of managing the project at BusinessWeek Research Services. “Our proprietary online panel of BusinessWeek subscribers and online registrants is mostly U.S.-based, so we knew we needed to outsource the global part to a specialist panel provider. We had worked with GMI last year on another global project, and as we had a very positive experience then, we decided to call upon their expertise again this time around. The proposal was delivered quickly, and quoted a reasonable price for the study.”

The challenge was to find affluent, college educated Chinese, who could comfortably take an online survey in English. “GMI came through when other international panel providers fell short,” continues Scheer. “GMI was able to over-deliver on the sample target requested by our client, in a shorter timeframe than expected, and at a higher incidence rate.”

“We have an excellent proprietary panel, but unfortunately, it does not offer enough global respondents for us to be able to fulfill the 10% of our research projects that we field internationally. This is the reason why our partnership with GMI is so valuable,” concludes Scheer. “They really came through for us on this Chinese sample at a very reasonable price. Our project was eventually completed to our client’s full satisfaction, which is the best ROI we could have asked for.”