Pros

• Large audiences
• Can gather data fast
• Can quickly find patterns by demographics, firmographics and other variables
• Can cover a breadth of topics in a standard survey
• Allows for open-ends providing a breadth of “voice of the customer” responses
• Provides decision makers confidence based on large response sets

Cons

• Some audiences are hard to find in large numbers
• Cannot probe more deeply on the spot
• Respondent quality from panels can be suspect
• Must use advanced data quality techniques to ensure respondent quality