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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

The Tribe Discovers More Advantages of Online Surveys

 
Last week, the FEI tribe learned an advantage and disadvantage of the online survey research method for contacting potential survey respondents. This week, Marka and the team discusses more pros and cons of this method. Remember, fire = print.

“We already know that O-line research can be a versatile and inexpensive way to reach potential survey respondents. But there are additional considerations to keep in mind when deciding whether to launch an O-line survey initiative,” Marka said, then began writing on the whiteboard.

Advantage: Online Research is Fast

“Because O-web surveys allow respondents to offer instantaneous feedback, they help us gather pertinent survey data faster than with O-phone, O-mail or other methods,” Marka continued.

“How quickly can we gather this data?” Zoot asked.

“Estimates by professional survey research organizations have shown that 75-80 percent of a survey’s targeted response can be generated within 48 hours using O-line methods,” Marka replied. “On the other hand, an O-mail survey can take four to eight weeks to collect its survey information.”

“O-line surveys can also be implemented without employing the expensive personnel needed to conduct O-phone surveys,” Numo added.

“Numo, we know you’re hot on O-line survey research because of its low execution costs,” Marka said, “but let’s examine another significant problem with using the O-web for research.” More scribbling from Marka.

Disadvantage: Online Survey Research can be Prone to Technological Problems

“Internet surveys can be susceptible to technological problems such as browser viewing issues, slow loading time and even malware, all of which can impede the survey’s effectiveness and even do damage to our brand,” Marka noted.

“Enlisting a design or technology firm to create an O-web survey that’s attractive, brand consistent and, most importantly, completely functional, may be worth the investment,” Zoot suggested.

“Here we go again with cost,” Numo said, rolling his eyes.

Today’s FIRE! Point
Because Internet surveys allow respondents to offer instantaneous feedback, they can help you gather pertinent survey data faster than via phone, mail or other survey methods. On the other hand, online surveys can also be prone to technological problems, such as viewing issues, slow load time and even malware, all of which can impede the survey’s effectiveness and even do damage to your brand.

FIRE! in Action
Media Company Uses Online Research to Survey More Cost-Effectively

A global media and technology giant conducted a multi-stage online survey project to explore the future of a specific product category. Using an online approach not only helped it understand a new market, but saved the company 50 percent compared to an in-person survey effort.

Next week: the FEI team switches chariot gears and moves back into macro-marketing mode with a discussion on SWOT analysis.
 

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