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Increasingly the platform of choice for modern market researchers, web interviews offer the potential to reach respondents around the globe more quickly than previous methods. There’s often a perception that ‘anyone’ can set up a web study using one of the free survey software packages about, but this can be misleading. It’s not as simple a process as it might appear. Unless you think carefully about methods, you risk collecting a huge amount of data that isn’t actually of much use. Unless you consider what sort of questions respondents actually want to answer, you risk alienating them and losing them after a few minutes.
We approach web surveys with extra care. With traditional "pen and paper" or CATI data collection, the interviewer is there to ensure respondents understand what questions mean, to make sure the questions are routing properly, to keep people motivated in the middle of long grid questions and to keep respondents engaged with the subject. With web surveys, you must ensure that surveys are designed to maximise respondent involvement, to check for logical inconsistencies as the survey unfolds, and give respondents a reason to finish the study.
Something else to consider with online surveys is the ever-increasing volume of respondents that want to complete surveys on a smartphone or mobile device. These are now an ever-present feature of online surveys, so filling a survey full of Flash controls, HTML drag & drop controls may not maximise response. Likewise, if you want to reach millenials, then why not collect data on their primary internet device? Unless we're specifically instructed not to do so, we assume that our online surveys will be mixed mode. We've been working with mobile-enabled software since 2011 and understand the importance of designing for mobile and upscaling to web. We'd love to talk to you about it!
We’ve spent years working out the best way to do all this and more, and we want to share our knowledge with you.
If you want to see some examples of our online collection, please click this link: Online and mobile demo surveys