In today’s cluttered digital world, understanding the customer isn’t a nice-to-have — it’s a must-have. Unbeknown to most marketers, though, many online research companies recruit participants from paid panels. While paid-panelist research is expedient and generates high response rates, it may not deliver the high-quality data and insights necessary to make critical business decisions. Therefore, the information you gather may be off-target, and your market research may be killing your brand.

Beyond paid panels, countless other surveying methods are at the modern marketer’s disposal, and in this age of smartphone ubiquity, mobile is one of the best survey mediums marketers can use.

This originally-authored article first appeared iMediaConnection