November 1, 2024
Eyes4Research
For B2C and B2B brands seeking a way to gain quick and actionable insights, online surveys have become an essential tool. However, there are myths surrounding online surveys that can discourage companies from leveraging their full potential.
Misconceptions about data quality, audience targeting, and engagement can leave brands that are investing in research relying on outdated methods or drawing inaccurate conclusions that can lead them way off track with their marketing strategies. Here, we’ll debunk five common myths about online surveys, and highlight custom online panels as one of the most effective research tools for obtaining accurate insights.
Myth #1: “Online Surveys Aren’t Reliable Enough for Strategic Decisions”
Many B2C and B2B brands assume that online surveys can’t provide reliable insights due to concerns about data integrity or how well the sample is represented in the survey. However, the reliability of a survey depends more on how it is conducted than the format itself. Custom online panels allow researchers to build a group of carefully vetted respondents with known demographics, behaviors, and preferences.
For example, a B2C beauty brand launching a skincare line may enlist a research agency, like Eyes4Research, to design and manage a custom panel of frequent skincare consumers. With access to participants who regularly purchase relevant products, the survey will yield more accurate feedback about product formulation preferences and unmet needs of the consumer.
Myth #2: “Survey Participants Don’t Pay Attention”
Yes, survey fatigue exists, but this doesn’t necessarily mean all survey responses are unreliable. Engagement strategies, such as interactive surveys and gamified questions, can significantly increase response quality. Additionally, custom online panels offer a solution by recruiting highly motivated participants who are invested in the research topic.
A travel company using a custom panel of frequent fliers can utilize engaging, scenario-based questions like: “What would you prioritize if offered a travel loyalty program?” This method keeps participants interested and ensures thoughtful responses, resulting in immediate and actionable insights.
Myth #3: “Online Surveys Only Work for Simple Consumer Feedback”
B2C and B2B brands sometimes view online surveys as useful only for basic satisfaction metrics, but in reality, they can go well beyond that to address more complex research questions– from brand sentiment analysis to product pricing studies. Custom online panels enable deeper explorations by providing access to respondents with specific experiences or expertise.
A B2B tech company building AI solutions for marketing agencies could use a custom online panel of C-level marketing executives. The survey could dive into advanced topics such as what could serve as adoption barriers, ROI expectations, and feature preferences– helping the company tailor their product messaging.
Myth #4: “It’s Hard to Target Niche Audiences with Online Surveys”
While general online surveys cast a wide net, they can fall short when targeting niche audiences. This is where the custom online panels shine– these panels are designed to recruit individuals who fit precise demographic or behavioral criteria. B2C brands can reach minority communities, luxury shoppers, or other hard-to-find groups with precision.
A luxury retailer might want feedback from high-income Millennial women who shop internationally. With a custom panel, the retailer can ensure they get responses only from participants matching this profile, avoiding noise from irrelevant respondents.
Myth #5: “Traditional Methods Are More Trustworthy”
Traditional research methods like in-person focus groups and telephone interviews have their place, but they can be costly, time-consuming, and limited in reach. Online surveys, especially through custom panels, provide faster turnaround times and scalable insights– allowing B2C and B2B brands to stay nimble in an increasingly competitive environment.
During the pandemic, many companies turned to online surveys when face-to-face methods became impossible. A retail brand could have used a panel of loyal customers to collect insights on shopping preferences, helping them to fine-tune their e-commerce experience and boost online sales.
Online surveys are often misunderstood, but with the right approach, they can be one of the most powerful tools in a B2C or B2B brand’s arsenal. Custom online panels, such as the ones designed and managed by Eyes4Research, overcome many of the challenges associated with generic surveys, providing targeted, reliable, and timely insights.
Online panels are powerful tools that provide a more affordable way for companies to gather valuable data to determine the value of their brand’s product or service. Eyes4Research has everything your company needs to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our online panels here.