Online surveys vs traditional surveys

Like many of the benefits of doing things online, there are many advantages of online survey research. Online surveys are a faster way to help you make better decisions. Rather than taking weeks or months, you can get market research data near-instantly online.

There are a LOT of free resources out there to measure market potential and interest.

But are you really getting to your core customers? Have you defined who they are? Their likes, their interests, their habits? How do they find out about you, how do they interact with you? Do you have an idea to test?

After you get the results, what will you do with them?

One of the best ways to answer all these questions is through online channels, however there are a lot of different ways to reach people; all have their pros and cons.

Advantages of Online Survey Research vs Traditional Surveys

Online surveys provide some significant advantages including:

  • Cost savings
  • Faster results
  • Significantly better reach
  • Potentially better targeting
  • Reduced survey bias from “interviewer effect”
  • Convenience to participant
  • Potential for better results
  • Faster results analysis
  • Better results visualization

What Kind of Research Can You Do Online?

  • Monitor brand performance
  • Determine market opportunity
  • Define or explore a customer persona
  • Test marketing campaigns, ad ideas or product concepts
  • Discover new ideas
  • Determine consumer sentiment or opinion
  • Evaluate customer satisfaction
  • Understand Voice of Customer
  • Perform competitive analysis
  • A/B testing

All of these topics involve a large population that you may want to study (e.g. Pet owners in the USA) and may be broken down in characteristics (or variables) of that population (e.g. consumers who purchase pet toys, people who are aware of my brand, monthly spend on pets, by Gender, Age, Location etc).

Since it is impossible to survey the entire population due to technical restrictions, cost, and time, we collect data by running a survey on a sample—a carefully selected subgroup of the population we want to target.