Reaching beyond online panels for quality data
Richard Thornton and Magdalena Ford
When gathering consumer insight on products or services, there is no more effective method than employing online surveys, not only because of their affordable cost and time-saving nature, but because they provide a unique way of interacting with people. Data collection on the internet began in the early 1990s and has now taken hold of the industry, as the web is quicker and more straightforward than other communication methods such as telephone, in-person or post. Additionally, phenomenal technological advancements online have meant that surveys can now...