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 tech sector always bets that product quality will override privacy concerns
Probably the most common criticism levelled at the tech sector is the one about privacy – the sense that the tech sector, or government enabled by the tech sector, are collecting far more data on individuals than they should, and that the data is then being sold or used for unclear purposes. While the tech sector sticks closely to its cherished, and well-proven, ideology that positive user experience nearly always mitigates these concerns in practice, it is also true that the concerns of pro-privacy groups within society, and government, are getting louder and more prominent.
Our Hybrid World: Technology’s role in supporting a balanced lifestyle [Webinar recording]
Join us for a complimentary webinar as we share new insights from Ipsos’ U.S. syndicated online community addressing how consumers are navigating through a hybrid existence and the role brands can play in supporting evolving consumer needs now and in the future.