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Future of Online Research
'Net-based data collection specialist Ciao has completed interviewing for the Ciao Online Research Barometer, a U&A study among 260 market researchers in Europe and North America who are users of online surveys. Top-line results show the rapid development of the medium.
The vast majority (87%) expect their company's use of online to increase in the next six months, and over a third (36%) say it will increase greatly.
Researchers were asked their reasons for choosing online over other methodologies. 73% cited time advantages and 71% competitive pricing. Nearly two-thirds mentioned the use of multimedia elements (59%) and over half (53%) cited access to complex target groups.
Most of those using online research are adopting it on a broad range of studies. Over two thirds have used online for satisfaction studies (73%), U&A studies (71%) and concept tests (68%). 80% have used it for consumer goods research and 40% for business to business research.
MD Gunnar Piening says the survey shows a maturing sector. 'Market researchers wanting to push boundaries need to start thinking of online not in terms of something that's fast and cost effective, but rather the methodological advantages that can be gained by having access to respondents in the convenience of their own homes or workplaces'.
Results in more detail will be presented at SEMO in Paris on 1st December 2004 in the paper 'Les études en ligne en Europe : Panorama & Tendances 2003/2004' (11.45-12.30 in the Salle Amelia Erhart). Speakers are Nicolas Metzke, Franck Pernez & Laurent Sorbier of Ciao Survey Solutions. Further details of the presentation are available from Juliette Morel-Macé juliette.morel@ciao-fr.com . Ciao is online at www.ciao-ag.de
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