Using Online Research Panels
Opinion polls are an excellent means of generating publicity, highlighting specific campaign messages, or reinforcing the brand footprint. A key attraction of opinion polls is their versatility of scope and scale, from probing attitudes and perceptions to revealing consumer or business trends. The growth of online access panels has provided new opportunities to conduct cost effective opinion polls and consumer surveys.
While Opinion polls offer the prospect of relatively fast, cost effective research which focuses on narrow subjects or issues, and tends to close down responses to a predictable set of results, broader market surveys which are explorative in scope and objectives, can be used more strategically to build and inform PR campaigns.