Kantar's Profiles Blog

Dean Abt

Account Executive, Americas

Dean Abt is an Account Executive based in Chicago, and is responsible for supporting both corporate and consulting clients nationwide. A career researcher with experience on both the client and supplier sides of the business, Dean joined Lightspeed in 2016. Prior, he held positions at Decipher, ForeSee, Greenberg Strategy and spent much of the 90s as a researcher at SEGA of America in the early days of video gaming.

Dean earned his BA at the University of California at Davis and MS from San Jose State University.

Recent Posts

Still Fielding Long Surveys? Your Data is at Risk

Posted by Dean Abt on Oct 31, 2018

In 2009, the year following the iPhone’s release, eBay conducted $600 million in mobile transactions. Out of the gate eBay’s elegant app minimized friction throughout the acts of buying and selling. Ten years on, market research still struggles to keep pace. Why are links to 30-minute, even one hour plus surveys being emailed to potential respondents? What many refer to as the glacial pace of market research’s migration to mobile is not for lack of trying. Players new and old across the research project service arc have started entire companies, released new products, published parallel test findings and worked diligently to develop tools allowing the process of taking a survey on a smartphone to be as easy as booking a ride on Lyft. Many brand trackers have been redesigned and shortened without any changes to the valuable trend data and normative measures marketers use to make decisions.    

Read More

Topics: Data Quality, modern surveys

Subscribe to Email Updates

Recent Posts

Posts by Topic

see all