Market research is an important tool for any organisation seeking a commercial opportunity, particularly for small firms looking to grow their business. From discovering a gap in the market to ensuring customer satisfaction and planning effective marketing campaigns, research can provide the market intelligence needed to encourage success, enhance competitiveness and maximise profits.

Online research has revolutionised research, providing both opportunities and challenges to researchers and users of research.

On the positive side, the growth of online technology has enabled researchers to offer clients a fast and cost effective method for reaching their target audiences. Online research as a proportion of the whole market is growing rapidly, with the establishment of specialist online agencies and new methodologies coming into the fore ever year that passes.

Advantages

There are a number of benefits to commissioning online research, including:

  • large numbers of respondents can be researched at one time
  • international boundaries no longer need to be an obstacle to research – worldwide research can be conducted at the click of a button
  • it can be an inexpensive way to conduct large research projects - it is possible to get thousands of responses for just a few thousand pounds
  • pre-screened panels. Most large research suppliers have access panels which provide an easily accessible, reliable respondent base which can respond promptly to online questionnaires
  • it allows for a very rapid turnaround – research can be undertaken and results received within a few days. Many research suppliers now offer same-day delivery of results
  • For a business which needs to gain a general view from a large cross-section of the population, and in as short a time as possible, there is no doubt that online research offers a viable benefit.