A quick clarification of ‘new generation’ before blogging on. Online research has been around for some time now with lots of options to choose from (online panels, communities, internal CRM, social media..). Improvements in digital and mobile research has meant that greater value can be gained across all nternet-based platforms to reach an audience. These tools are evolving in sophistication and accessibility, so for the moment we are using the collective term ‘new generation’ to separate them from traditional approaches in quantitative research.
Online research, social media and community panels have now eclipsed traditional quant methods in terms of preference by marketers, but seriously, does new mean better? There are limitations to both and it is these that hinder the quality outcome of studies. So before embarking on a new research programme, consider the options against the objectives and the audience to be measured.
At WDG we believe in the specific merits of both new generation and traditional methods and will always promote the best tool for the job. Online research is cost effective, fast and controllable. Traditional face to face and telephone interviewing benefits from person-to-person interaction; the interviewer can challenge responses and clarify questions at any point in the proceedings.
Simplifying your choice
The benefits of new generation research methods
It’s cost effective. There is no denying that this is the case; recruitment costs are reduced where respondents are more easily reached through the internet; social media sites have a ready made engaged audience to test early concepts and opinions; in many instances survey software has already been developed thereby minimizing set-up costs.
It’s time saving. Time is money and automated analytics is a significant time saver; the process from questionnaire deployment to analysis is faster; real time data can be customised and fed instantaneously to key personnel, regional offices, and stakeholders.
It’s convenient. Respondents can complete the study at a convenient time and place – within a stated time frame; smartphone and tablet usage enables greater convenience and comfort in completing surveys; sensitive and personal questions can be asked without compromising respondents’ privacy. This achieves a potent quality and reliability of response.
A wider geographic reach as more of the UK/global population uses internet and digital media.
Multimedia stimuli can be used and responded to.
The benefits of traditional quantitative methods
Not everyone is internet/social media savvy; just because someone has internet doesn’t mean they have the time or interest in completing online surveys; traditional survey recruitment reaches all segments of the population.
Benefits taste, smell and feel studies, such as product development.
Non-verbal responses add depth and clarity to trad face to face interviews
Challenge responses where it is felt respondent didn’t fully understand question; ideal for more complex surveys.
When deciding which approach will work best for your research study, consider who your audience is (are they active social media users? what is the internet/smartphone penetration amongst this audience?), and what you expect them to do and over what duration (online has a higher drop-out rate than traditional).
We hope we have overturned the myth that traditional quantitative research has had its day – it will always have an important place in marketing development and planning. New generation methodologies are improving and developing to enable faster and more precise readings of audiences, but human interaction is here to stay.