The Decision Maker’s guide to Online Research.

Marketers need insights into consumer thinking and behaviors. They embrace research methodologies that promise better insights, delivered faster, at lower cost.

Online research is the latest methodology being applied to the never-ending quest for more, better and cheaper insight. But as the industry embraces online research as the answer to many a marketer’s prayers, it’s important to understand a few key facts critical to making the right research decision.

Online research is subject to the same basic rules of research as any other methodology. Research design, survey design, analytic approach—all must be thought through.

Online research depends hugely on the quality of the panels employed, not just the technology and the Internet. Getting and
keeping the right panel membership is critical; not all panels are created equal. And not properly managed, they can yield very different answers—differences that marketers need to be aware of.

Getting the most—and the best—from online research stems from knowing the right questions to ask, and understanding what constitutes the right results. This guide outlines some of the considerations any marketer should keep in mind when looking at the appropriate role for online research.

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