My opinion counts

Editor's note: Mary Beth Solomon is a New York-based independent qualitative research consultant doing business as MBS Consulting.

More than a source of entertainment, a stealthy way to monitor the purchasing habits of American citizens, or just another way to advertise, online research is an avenue through which companies large and small learn more about their brands and forge relationships with customers. Within the last few years, online methodologies have become stops on the path toward a company understanding its consumers and managing customer relationships. But this communication goes both ways; while companies can "talk" to their customers, it's also a way for consumers to tell companies what they think of the products and services they use. If customers have gripes, for instance, about the new flavor of iced tea from Snapple, or the latest look in sneakers from Nike, they have the opportunity to air their views, and to get paid for doing so. And those who are a little more tech-savvy - the experienced Web surfers - can talk about their views on everything from their favorite (or least favorite) Web sites to online privacy and Web site registration.

Like many industries, market research companies have taken the business of polling online. In one month alone (March of 2001), online market research software developer Itracks had a 74 percent increase in hosting online qualitative research than the same month in the previous year. Another company, New York-based Cyber Dialogue, Inc., began by offering businesses a chance to reach their customers in a non-invasive way while simultaneously giving consumers the chance to give opinions on a variety of topics - and get paid for doing so. Many other companies emerged as companies recognized the value of conducting research online. Since 1993, Cyber Dialogue (now Fulcrum Analytics, Inc.) implemented focus groups and surveys online for Fortune 500 companies, Web site content providers, and other types of organizations, to find out what the online population was thinking. Out of this research emerged some "research on the research" to find out what Internet users actually had to say about the projects in which they participated. It turned out that they had a lot to say.

An online survey Cyber Dialogue conducted in the late '90s, for instance, showed that the Internet had begun to replace the television. It appeared that the couch occupant went from sitting in front of the TV to sitting in front of a computer screen. (In fact, some claimed to be reading less and sleeping less as well.) A recent release from Jupiter Media Metrix reported, too, that among specific demographics (in this case women with children) 44 percent have reduced their TV viewing in favor of spending time on the Internet (April 18, 2002, Jupiter Media Metrix Online Behavior & Demographics service "Demographic Profile: Women Online"). In light of these facts, it's easy to understand why online users have sought out new opportunities to capitalize on the time they spend online.

Interestingly, when online research participants were asked why they enjoy participating in online surveys or research projects, the top reason that emerged was not the money-making opportunity, but rather the chance to make their opinions count, as in the following quote from a 12-year-old: "It makes me feel important. Being a kid, sometimes I feel like whatever I say doesn't count. But this makes me feel like I count." Some did say that getting paid is important, while a few mentioned "interacting with others" as an incentive. Interestingly, the self-fulfilling or contribution-focused reason is most often mentioned, followed by the bonus of earning some cash; bringing up the rear is the social connection factor.

There was also a strong sense of empowerment embedded in many of the comments, a sense that they are "being heard," as in these verbatim quotes:

  • "I feel like I have a voice in things..."
  • "I feel that my opinion is instantly being heard."
  • "I feel my opinion is less mainstream than most, and want my voice to count."
  • "I like the fact that...I can have an effect on products or services being offered by different companies."

The effects of feeling heard cannot be overstated. The Internet has, to some degree, removed some barriers while building others. It allows for immediate connections between business and consumer and vice versa while also engendering concern in some online users. For instance, issues of privacy, security, and personal vulnerability are among the topics that surround discussions about how the Internet has impacted and will continue to impact both personal and business interactions. Today's savvy consumer has become increasingly frustrated at having to remain on hold on the telephone for 20 minutes waiting for a customer service representative to answer their call "in the order in which it was received." Providing customers with the sense that a company is genuinely listening serves not only to break down barriers but also to reduce frustration, offer alternate access points to customer service, and again, make each customer feel valuable. The farther-reaching effect of these processes, of course, is that these good feelings are likely to turn into dollars spent and profit gained.

OK, so it might seem that the same goal can be reached through mall-intercept methods of market research, traditional focus groups, or telephone surveys. Well, online research participants have something to say about that, too. One respondent described why she likes doing online surveys: "[I have the] ability to fill out projects at the time that I decide rather than being forced to answer questions by phone when it is often inconvenient." One of the greatest mutual benefits (to both customer and company) just might be in the nature of the online environment in the sense that its anonymity can lend itself to honesty. (As one online respondent explained, "[I] can be honest without face-to-face peer pressure.") After all, isn't it better to have an honest answer from someone you can't see than a less-than-honest response from someone you can? (Yes, the honor system applies in both online and face-to-face groups!)

So while it's clear that online research offers advantages and disadvantages to marketers, the same applies to the respondents. Below is a summary of some of the perceived pros and cons:

Pros

Making opinions known - allows participants to make an impact on changes in products, brands, and services.

Feeling heard - diminishes the feeling that they are part of a mass consumer market, contributes to a sense of empowerment and participation in a process.

Money - perceived as an added bonus.

The "lone voice" - allows participants who have opinions that diverge from the mainstream to contribute to commercial decisions that impact the consumer who is not necessarily part of the majority.

Convenience - allows participants to contribute opinions on their own schedules, or to participate from a comfortable and familiar location (i.e., home, work, school).

Cons

Not always knowing who is sponsoring the research - and to whom they are contributing their opinions.

Awareness of only part of the process - participants offer opinions but do not see the results.

Privacy - there is some concern that personal information will be shared with non-participating parties or organizations.

Not always being selected - this comment comes from the perspective of an individual who clearly enjoys participating.

Mutually beneficial

Despite the cons, the pros make a strong case for why online focus groups have become an increasingly utilized and helpful tool for gathering qualitative data from online users. The Internet as a research venue has evolved into a mutually-beneficial and convenient tool for establishing and maintaining relationships in both the business-to-consumer and the business-to-business environments - that is, between any company and its customers. With 210 million consumers projected to be using the Internet within the next three-and-a-half years and $130 billion in anticipated retail revenues during the same period (Jupiter Media Metrix industry projections), the online medium continues to pave a significant two-way path for customer relationship management.