A recent article in AdAge by Constance O’Hare (Online Research: Don’t Confuse More with Better, 3.15.10)) suggests the speed and relative ease of online research studies may have a negative effect on the research business.

At Nucleus we whole-heartedly agree with O’Hare who warns, “The ease of fielding multiple online studies naturally appeals to executives grasping for insights and under pressure to make decisions quickly. But too many impatient executives throw away money on poorly constructed studies. Studies that produce speedy results but ask the wrong questions, ask the wrong people, or ask in the wrong way waste resources and time — and lead to bad marketing strategy.”

With pressure to get quick answers exacerbated by shrinking research budgets, many companies are tempted to rely too heavily on the relatively inexpensive online survey. O’hare’s article hits at the inherent benefits and pitfalls of this methodology. It’s a good read for anyone who is looking for critical audience insights or who influences their company’s research processes.

In our work, we do field online surveys for most of our clients, but only at the back end of a research project that begins with a thorough discovery process, followed by hypothesis generation and ethnographic research. The online surveys that we field are carefully targeted and are used to validate qualitative research.

As is always our way – we decided to get to the truth of the matter and a better sense of the issue by speaking to the people who actually receive online surveys.

I was at a dinner party recently and in the chatting about life and work I mentioned I had been on the road doing some consumer research as part of a larger brand definition project. I was amazed that everyone immediately identified “research” with “online survey”.

- “Oh, consumer research. I do those online surveys sometimes. They are kind of annoying actually –always popping up when I’m trying to shop.”
- “I always click on answer C just to get them to go away and then hope I win whatever they are giving away. I think it’s a scam though”
- “Sometimes I do them when I’m bored but they’re never very interesting and I stop half way through.”

Given this feedback, it’s pretty clear that indiscriminate use of the online survey is another example of “Good, Fast. Cheap, Pick 2.” rearing its ugly head.

Fast, cheap online survey tools are an invaluable resource, but are only part of the puzzle in answering the important questions. They may help with a quick A vs. B split decision, or hint at what people are likely to do, but if you really want to know WHAT people are doing and WHY they’re doing it, you have to delve deeper.

To develop thoughtful research plans that ultimately uncover the most authentic and actionable insights, the majority of our research at Nucleus includes a combination of in-depth field ethnography followed by quantitative survey research to validate findings. From in-home buddy groups to closet tours and shop-alongs, getting into the world with people allows us to observe and learn what people actually do, versus what they just say they will. And we admit, it always makes us smile when our clients and research participants let us know how stimulating and fun the process is.

In the end, there is no question that combining qualitative and quantitative methods result in the most efficient and effective way to uncover critical brand truths and determine the drivers of, and distance between intention and action.

Just think about it for a minute. What do you say you do or care about in public, and what do you actually do when you go home at night? Are your real answers to these two questions different? It wouldn’t surprise us! It’s the “good” juicy learnings like these that take a little more time and effort to dig for. And in the end, the results are worth the time and investment.