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

paradoxes approach

  • Online surveys: Computer & mobile
  • Conjoint: Choice-based & menu-based
  • Max diff
  • Gabor-Granger
  • Van Westendorp
  • Monadic price testing
  • A/B testing
  • Card sorts

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