Online research
The internet offers great potential for GfK clients. Respondents can be reached more quickly and surveyed with more flexibility. In countries where face-to-face is still being used heavily (both central location and door to door), an Internet data collection method also provides significant opportunities to improve quality, from both a sampling and Quality Assurance perspective. Information about people as they move through their daily lives is now potentially accessible with the promise of mobile technology. The opinions of respondents that hitherto were unreachable are now available.
At the same time the internet offers great peril. While the industry is moving at breakneck speed to exploit these benefits it is, by and large, ignoring research fundamentals that drive successful research regardless of the data collection medium. We are beginning to see the effects of this phenomenon. Reports in the trade press reference on-line tracking study data varying wildly for unknown reasons, the inability to replicate concept test results, samples of respondents that differ dramatically from plan. The list goes on and on.
GfK recognizes that successful on-line research is dependent, first and foremost, on mastery of the fundamentals. When you come to GfK for on-line research anywhere in the world, you will get a solution that is at the intersection of traditional research expertise and on-line research know-how. The only way to conduct sound on-line research is to understand how to conduct basic research soundly and this is the benefit of working with GfK.
Our methodologists will design the study and get you the information you need by leveraging the flexibility and power that internet data collection affords.
- Our sampling experts will design the right sample using our own panels and those of our partners in a way that gets you the respondents you are looking for.
- Whether your needs are quantitative or qualitative research, GfK has migrated and deployed with the same validity its proprietary products to the on-line environment and these will be used to answer the questions you have across the product lifecycle.
- All of these activities will be managed by leading edge panel management systems, data collection and processing tools and reporting platforms that collect the data flawlessly and report it incisively.
Our actions speak louder than our words so please review the case studies available on this site to learn how we have used these skills to help some of the largest companies in the world.
Contact your local GfK office for more information about how we can manage your on-line research needs.
