Online research—defined as all surveys or studies conducted via the Internet through a PC, laptop, tablet or mobile device—is attractive for several reasons. The first is that traditional telephone-based approaches to collecting survey data at the national level are becoming increasingly problematic. Unprecedented refusal rates, technology barriers and declining coverage have all made telephone interviewing a challenge in much of the developed world. Angus Reid Global has developed alternative approaches that allow organizations and institutions to have access to an accurate reading of the public mood.
Online research allows researchers to delve into areas of respondent perception and experience that are simply impossible to penetrate via the traditional telephone survey.