Thoughtpiece - Trust in Online Research

More and more research is moving to the internet. It is estimated that around a third of survey research globally now uses an online methodology. Within Ipsos, more interviews are now conducted online than via face-to-face or by telephone. Online data collection is now the method of choice for many applications. Online research has many benefits over more traditional methods. It removes interviewer bias, breaks down international boundaries, is more cost effective, faster and allows for real time reporting. But what should users look out for and are there any pitfalls?