We strongly believe in doing research via the internet. MediaAnalyzer offers the possibility to run pre-tests of advertisements and video commercials or web site usability tests including AttentionTracking™ or EmotionTracking©. We use the Socratos software to perform web interviewing for consumer, media and communication research .
1. Penetration
According to the latest InSites Consulting Belgian Media Mapping report 5.500.000 Belgians (63% of the population) are regular internet users. The penetration of broadband and wireless internet is well above the European average. These characteristics make that web interviewing can be used with confidence on the Belgian market.
The growth of internet enabled households slowed down the last years. However, a change in the trade legislation on combined offers has been announced. In the near future companies will have the possibility to package computers and internet provider subscriptions into commercial offers to customers. This will reduce the entry price which is expected to boost the number of new internet connections in the coming years.
2. Profile
According to CIM PMPA 2007 internet use is overrepresented with men, the Dutch speaking, people aged 12 to 44 years and the upper classes. These are often the profiles that are hard to reach via classical methods like face to face, postal or telephone interviewing. The other 'underrepresented groups' can still be reached via web interviewing. Internet panel providers can deliver perfectly balanced samples.
3. Speed
Online research's biggest advantage is without any doubt the "speed to market". With tools like Socratos programming questionnaires and sending out invitations to participate in the research can be done in a few hours. Depending on the target population, in most cases the data collection period can be limited to a week or so. There is no need for re-coding of the data. The final analysis of the data can be started immediately after the closing of the data collection.
4. Cheaper
Compared to other interviewing methods where interviewers, transportation, postage or telecommunication costs are involved, web interviewing has smaller fixed costs. Panle providers can tell upfront what te exact cost per completed questionnaire will be. You even heve the possibility to recruit respondents from your own customer e-mail databes or on your own website...Online research is by far the most cost efficient method available in the market today.
5. Reduced bias
In face to face or telephone interviewing there always is an influence of the presence of the interviewer. Sometimes respondents hesitate to uncover the full truth about their behaviour, attitudes and beliefs in front of a physical person. Research has shown that people feel more comfortable and anonymous completing online questionnaires. As a consequence they respond in a much less socially expected or acceptable way.
6. Less intrusive
An interviewer that rings your doorbell or calls you on the phone is always like an uninvited guest who shows up on an unconvenient moment. Most people live busy lifes and hate this kind of intrusion. Online research operates in a more gentle way. People get invited and decide themselves when they respond.
7. More natural setting
Some methods need a fixed (technical) setting. In that case respondents need to go to a central location to participate in the study. The geografical representative will of course be reduced. But, more important, this often puts people in a laboratory situation which can have an influence on their behaviour and attitude. Imagine taking part in a website usability test. You are sitting in a room with cameras pointed at you (in front of you and in your back), an interviewer sitting next to you making notes and asking questions and some employees from the client company observing you from behind a one way mirror...Do you still behave in a natural way? An online usability test (like Usability . Analyser with AttentionTracking™ an Remote.Lab technology) will measure the behavour and reaction of a large sample of respondents taking part in the research from their living room!
8. More creativity
While most questionnaires are just boring long lists of questions with closed answers, online reserach can easily handle multi media stimuli (pictures, sound, video,...), can register clicks (like AttentionTracking) or mouse movement (like EmotionTracking), allows people to write answers and comments in their own words, or even participate in an online group discussion using instant messaging technologies. This makes online research also a more attractive option for clients, researchers and respondents.