Bringing Ad Testing Internet Research to the Masses: Understanding the Power and Implication of Broadband

Internet research has become increasingly prominent as technology has advanced, but many clients remain concerned about issues such as the reliability of the results it secures, and whether or not online research will yield the same results as more traditional methods.

Bringing ad testing internet research to the masses: understanding the power and implication of broadband

Stephen PopielMillward Brown

Adam FromanDelvinia Interactive, Toronto

While Internet research has become somewhat ubiquitous, there remains a certain degree of skepticism amongst clients. Concerns such as, “will the results be the same as my tracking research,” and “is the sample the same as my usual sample” are frequently raised (see for example Miller, 2001). At the same time as these concerns are being raised by clients, the public has wholeheartedly embraced the Internet. As data from the Consumer TrendZ report shows (See...

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