Increasing research representation

ONLINE RESEARCH

The advent of the Internet is driving major changes in the market research industry. The introduction of online consumer panels in the last few years has opened the door to fast, affordable and reliable data collection methods.

Internet Statistics

The internet currently connects over 600 million people worldwide Penetration of 50% or higher in major economies around the world Online panels provide direct access to over 5.5 million consumers and business professionals in over 25 countries

Why Online?

Whilst some sceptics still favour traditional consumer research such as telephone interviewing, many companies have embraced the new technological developments with enthusiasm and are already reaping considerable benefits from the web-based consumer communities that are being established all around the world. In the few cases in which traditional methods are more appropriate Knowledge Partners will advise accordingly and employ appropriate CATI methods.

Evidence from recent comparative studies demonstrates how online research is capable of delivering many advantages over telephone research. Analysis techniques, such a s propensity weighting make it possible to adapt online data collection methods to match those collected from the general population. Online data collection offers many advantages over traditional methods:

Faster turnaround - shorter data collection cycle

Greater precision - respondents can see the questions and take their time over answering with more precise scales than possible over the phone

More information - Internet surveys can be longer and more detailed

Multi-sensory - visual and audio content can be included in online questionnaires

Better targeting - sample frames are based on previously collected demographic data from potential respondents

Reduced bias - removal of interviewer bias

24/7 access with global reach . Lower cost - internet surveys usually cost less than telephone or mail based studies

Method Selector

Broad Reach

Global coverage across consumer and professional sectors, includes:

Online Consumer Panels

Europe 3,700,000 consumers

Americas 3,200,000 consumers

Australasia 3,300,000 consumers

Online Business Panels

IT professionals

Accountants

Marketing Managers, etc.

e-Collaboration

Making the most of new communications technologies for project team and client such as web conferencing Practical framework for e-collaboration developed with Henley Management College is applied in all projects Rapid and effective teamwork with sector experts and client staff around the world in real-time

Project Case

A large retailer approached KnowledgePartners to carry out a consumer survey.

Day 3, after kick-off workshop a pilot survey was carried.

Day 5, survey design finalised and main survey carried out.

Day 12, analysis on 2000 responses starts.

Day 20, an Insights workshop is carried out to develop actionable insights from the study's findings.

Online technology and survey methods can dramatically speed up the time to insight.