Survey research over the Internet

TNS runs the world's largest internet research panel in the United States - covering over 800,000 households.

Many leading international corporations are now looking for ways to expand the range of markets and situations where they use online research methods because using the web for research brings the benefits of:

Speed
Results are available within days

Cost
Cheaper than alternative methods

Visual stimulus
Pack shots, advertising materials

Quality of response
Thoughtful, detailed response (especially open-endeds)

No interviewer bias
Prompts and probes are controlled

High response rates
50% response rates achievable

Efficient targeting
Ability to select or screen respondents and even set quotas

The internet is particularly suitable for reaching target groups which are difficult to reach otherwise - either through face-to-face interviews or over the phone - for example, senior managers or CEO's.

Results from internet surveys have also been empirically tested and found to be more honest. Respondents are more likely to reveal their innermost feelings anonymously, rather than in a face-to-face interview situation, or over the phone.

The Middle East
Here in the Middle East TNS/NFO has pioneered the use of online research. The penetration of the internet is growing rapidly. Within the next few years many countries in the Middle East are expected to reach levels of penetration sufficient for large-scale consumer research. Currently, the UAE has the highest penetration of 36%, followed by Lebanon (28%), Jordan & Kuwait (26%), Saudi Arabia (17%), Syria (14%), Morocco (9%) and Egypt (4%).

Internet penetration is particularly high amongst younger people (15-24). In the UAE, for example, penetration in the 15-24 age band is 50%, while for 35-49 year olds it is only 27%.

Of course, internet penetration is very high for all medium to large scale companies in the region and this makes it a cost-effective tool for conducting B2B research. Amongst our first experiences in this region has been the operation of an expert panel of senior managers - response rates at 50%+ have been encouraging.

Research Applications
Internet surveys are suitable for a variety of research situations - both qualitative and quantitative. Typical quantitative applications include

• New Product Development
• Product Testing
• Segmentation Studies
• Optimising pricing and packaging
• Advertising & brand-health tracking
• Advertising pre-testing
• Satisfaction measurement - customers, employees.

An internet survey, done well, can be a very effective way of conducting research. The use of colour, visuals/graphics, and multi-media help keep respondent interest on the screen. It is also possible to program for a variety of complex research tasks.

Virtual Focus Groups
Online focus groups are now carried out over the Internet using a custom made web-based chat room. Respondents are given a URL (website address) and a password via email, from where they can log into the online focus group site. A moderator can then discuss activities, experiences, or get feedback on client and competitive products by typing questions that appear on everyone's screen. Answers typed by any respondent are seen by the whole group. The TNS researcher can also show stimulus material during the discussion.

TNS Interactive - Virtual Groups provide a powerful way of researching websites and net-based services by enabling respondents to access websites from their own homes or offices, and then enabling immediate discussion in the Virtual Group. Using this methodology we can better ensure that the views obtained are based on real-world access rather than idealised demos. Another benefit is that you also get a full transcript within minutes.

Further advantages of TNS Interactive - Virtual Groups include:
• Geographically independent: We can question people from all over the country, or indeed from all over the world, in the same group.

• Everybody answers all questions: We avoid the problem of dominant participants, and give everybody the chance to say what they want.

• Anonymity: All the participants are truly anonymous, which opens up more honest responses and allows the possibility to discuss sensitive topics.

• Testing of web pages and banners: By using links in a frame, we can redirect our respondents to pages and show them images to discuss in the group.

• Instant and flawless transcripts.

Data Delivery and Online Reporting
Real-time online reporting and analysis using simple point-and-click operations is possible. This enables clients to integrate research information with their existing internal web-sites, have continuous and easy access to the research data, and disseminate the information easily throughout their organization.

Obviously online research is not without its hazards. If the survey is not designed well then response rates can be poor, and the sample could end up being skewed.

However, the growing reach of the internet in the Middle East now makes it possible for us to benefit from the many advantages of the medium. The technology and experience is available right now via TNS/NFO Interactive Middle East.