subject: From Food To Automotive Market Research [print this page] It should not come as a surprise to most marketers, but the general public should know that market research data is driven by a host of online research firms. These firms recruit various groups of people who are more than willing to give their opinions -- and get paid for doing so. This online marketing survey model has taken all aspects of marketing, from television commercials to food stuffs to automotive market research campaigns to unprecedented levels.
Most online survey companies directly solicit demographic groups requested by their marketing clients. In return, these group members are either given online incentives or paid outright. In the majority of cases this payment is done via PayPal. This facilitates faster turnarounds and makes dedicated participation an incentive.
Online panelists and participants tend to be drawn from disparate segments of the population. In the past, online marketing services and panels failed to yield an actionable body of data. Marketers found the input repetitive or untrustworthy. But, since participation has been monetized via PayPal, the results are now more sought after than traditional sit-down panels.
The more prominent survey companies claim to have massive demographic pools from which they can draw upon the feedback of millions of participants. Whether or not this is true -- as these companies don't have an incentive to provide hard numbers -- companies and marketers alike are more than willing to use these online surveys to shape their respective campaigns.
In conclusion, market researchers believe -- perhaps rightly so -- that online surveys yield high-quality, actionable data. Additionally, these same researchers believe the speed by which they can obtain this data makes online survey companies worth their rates. Of course, while the companies may be enjoying lucrative payments, most panelists can expect to get paid somewhere between ten and fifteen dollars. Not a bad rate for twenty or so minutes of work.
by: Errol Grange
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