Online research can be both qualitative and quantitative and can range from online surveys (where respondents are invited by email), on visits to websites (with the use of pop up boxes inviting participation), to a variety of other methods including online interviews, online focus groups, online panels and online communities.
Arguably, one of the most exciting benefits of online market research is that it lets brands gauge consumer opinions and detect the latest trends in a more engaging way. This can range from simply inviting respondents to continue a discussion in a forum to more technically adventurous surveys.
As with any other form of market research at 2Europe we have found there are guidelines that ensure our clients get the best results:
- Produce a detailed brief. Whether you are conducting online or offline market research it is vital that both parties understand exactly what needs to be achieved from the research
- Focus on the important issues. Is getting your results quickly more important than an in-depth analysis? Decide what is most important for the exercise.
- Ensure you have a representative audience. Pre-screened access panels reduce the risk of deception (or serial survey panellists) and allow fast access.
- Think of how you’re persuading people to fill out a survey. Often, an incentive is involved, but you don’t want people to fill out the survey for the prize rather than cause. Equally, you don’t want to make the prize too small or you won’t attract people to answer questions.
- Adapt to the internet by making surveys shorter. When someone is online, they can log off easier than they can hang up on the phone – this point is often forgotten by clients.
- The question design needs to be appropriate. You don’t want a five-paragraph introduction to each question as people only skim-read on the web.
- Reduce open-end content. A key benefit of online is speed and cost however; open end back translation and coding is a manual operation which slows the whole process and can add significant cost.
Looking ahead, there are new channels emerging for online research, such as mobile and digital platforms, providing exciting platforms for engaging respondents on the move. Online research doesn’t amount to the end of traditional offline research; just that it will form an increasingly important part of the mix; particularly for consumers.
To explore the various research methods in more detail see our Online Research Methods and techniques article.
