Comparing traditional methods of consumer research with an Internet approach

Chantal Gilbert and Hayley Newsholme

Campden & Chorleywood Food Research Association, U.K.

 c.gilbertcampden.co.uk

A steady increase in UK households with access to the Internet has led to increased opportunities for using the Internet as a tool for market research. Hence, qualitative and quantitative consumer data collection on-line is increasingly available through specialist Internet research companies.

Three studies were conducted to compare ‘traditional’ consumer research approaches with an Internet approach. These were:

	Face-to-face interviews versus an Internet approach (qualitative research)
	A quantitative consumer survey (Central Location Test) versus an Internet approach (quantitative survey)
	A quantitative consumer product test (Central Location Test) versus an Internet approach (quantitative product test)

Results obtained for the qualitative comparison and the quantitative survey comparison were similar. Responses from traditional methods were comparable to those obtained from the Internet, with differences in responses more attributable to individuals than to mode of research. The responses to the interview questions, as well as the open-ended questions in the quantitative survey, were more effectively completed over the Internet than in the Central Location Test (CLT). Furthermore, there were clear cost benefits when using the Internet for these two types of consumer research.

The quantitative test incorporating product assessment did not show the same cost advantages using the Internet approach. However, Internet respondents reported a higher ‘enjoyment’ in completing the task compared to the CLT consumers. There were some differences between the two groups in the response patterns for the samples, but this could be due to the nature of the products tested.

Regardless of the type of consumer research, potential limitations that need careful attention when considering an Internet approach include increased difficulty in meeting quotas, targeting specific population groups, and sensitive or complicated topics that may require human interface.

This research provides practitioners with a better understanding of the advantages and disadvantages of using the Internet for sensory-related consumer research.

Key words: Consumer research, Internet, qualitative, quantitative