Clued up for online: R-Net’s March event
March 2005
R-Net’s evening about online research saw a full house of interested researchers keen to discuss this exciting growth area for research. Our thanks to two great speakers:
Joe Twyman of YouGov took us through a brief history of online research, from early mistakes when surveys were open to everyone – and Jesus was voted the greatest person of the Millennium, despite belonging to the previous Millennium – through to pioneering recent work in polling, which has seen YouGov accurately predict the results of the seven recent voting occasions where their data could be compared to the actual outcomes (including the 2001 UK general election and Pop Idol). Some colourful examples – carefully censored! – illustrated how the internet encourages some very frank responses. Read Joe’s presentation (PDF 307KB, PDF Help).
Georges Berzgal of MarketTools went on to illustrate some more of the benefits of conducting market research online. For one client, cost per project was down 70% and days in field down 90% over their three years working with MarketTools. Online research is not a universal nor easy solution, however, and good online research requires the right technology, access to respondents and market research expertise. Read Georges’s presentation (PDF 1.5MB, PDF Help).
Both speakers took questions from the floor, which was a great chance to consult the experts on particular issues some of us were facing at work. This was followed by group discussions about various aspects of online research, allowing individuals to share their experiences and opinions. The top conclusions from each group were as follows:
What is online research best for?
- Research requiring a truly nationally representative sample, because the geographic spread can be wider versus clustering around major conurbations as can be necessary with eg face-to-face research.
- Encouraging responses because the method is less intrusive and easy to complete on your own time. Ensuring ongoing participation in research is good for the industry as a whole.
When wouldn't you use online research?
- Non-verbal communication such as body language and tone can help indicate the respondent’s true feelings, or strength of feelings, and this dimension is lost in online research.
- Some topics might require the personal touch to encourage someone to take part, for which face-to-face or telephone recruitment is more suited.
How would you convince people to take part?
- The incentive scheme used to maintain online panel research takes careful planning and ongoing maintenance, to ensure the rewards are relevant to the individuals and remain sufficiently motivating.
- Explain how the research will benefit them and others like them, eg changing things for the better as a result.
How would you sell online research to clients?
- Demonstrate the quality and relevance of the responses, eg through cases studies of the results that have been achieved.
- The relative speed and lower cost of online research make it very attractive.
Hosted by Emily, Peter and their colleagues from recruitment consultancy PSD – who generously provided drinks, nibbles and the raffle prize of champagne, as well as the venue – the event was lively, sociable and informative, with many resolving to meet up again at future R-Net events. Thanks to all who took part and we hope to see you again soon!
Ruth and the R-Net Steering Group
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