A New World: Transitioning research online

The decision to move from offline to online research should not be “if”, but when.

The author(s)

  • Sara Wilkinson Total Operations, Ipsos UK
  • Leah McTiernan Vice President, North America
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Online research is now more viable globally with advances in technology and increased access to the internet.

a new world

With the time and cost benefits as well as new capabilities offered by online research, transitioning programs from offline to online should be a key consideration for organisations and researchers around the world.

The decision to do so is not always an easy one, as change often brings disruption to data trends. Online and offline are certainly not interchangeable; the population sample and the answers respondents give will vary in each case.

But it is possible to prepare for and manage these changes. Ipsos recommends considering each transition on a case-by-case basis. At the same time, there are some general points of best practice to keep in mind, including:

  • Anticipate change
  • Make a clean break
  • Parallel test, if possible
  • Measure correlations
  • Calibrate data
  • Minimise differences

This paper outlines Ipsos’ key learnings from years of experience of moving research programs online. It aims to help clients make informed decisions on when and how to transition, and what to expect along the way.

The author(s)

  • Sara Wilkinson Total Operations, Ipsos UK
  • Leah McTiernan Vice President, North America

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