Nowadays, 47% of Spaniards are regular users of Internet (1) and the trend appears to be unstoppable when considering that in Spain the use of Internet has been steadily growing by approximately 20% each year since 2001.
These days, we are getting used to buying airline tickets, applying for jobs, purchasing in a different country, reading international press, making phone calls at ridiculous fares or even paying taxes online. Does it suffice to believe that we can approach any project via online research?
Right now, Spain is almost reaching 18 millions of Internet users from which 13 millions(2) participate in social networks, such as Facebook, with visitation levels growing rapidly.
In accordance with this growth, the acceptance of online market research has also been growing and some clients have passed from complete scepticism to sheer curiosity or from utter rejection to being champions of online methodologies. Still, many companies remain cautious and hesitate when having to choose online methodologies.
In fact, according to ESOMAR Industry Report 2009, Spain does not appear amongst the Top 10 countries with highest online research spend. Furthermore, local data(3) show that online research account for 25% of the turnover by type of methodology but as much as 80.7% of this figure is due to quantitative projects. Accordingly, the rapid increase of online research does not appear to be related to its use in qualitative projects. Despite the fact that it showed a staggering 25% growth in 2008, it is still struggling to gain a foothold in the qualitative research arena.
Frankly, we believe that online research is a great tool that has its own place within the research armamentarium. Online Focus Groups and Bulleting Boards are great but are not suitable for all types of projects. Surely, sensible qualitative research with traditional focus groups and face to face interviews will continue filling a researchers’ need for many years.
Fieldwork Implications
Naturally, the choice of methodology needs a lot of thinking and requires the consideration of many different issues. On balance, we believe that no matter how complex this decision is, the starting point for any choice between online and in person qualitative methodologies involve answering the following questions:
· How representative is the sample available?
· How reliable are the providers of samples?
· What is the level of computer literacy required by the project?
· Is typing speed a must?
· May age range/ health condition be a limitation?
· Do products need to be handled?
· Are client materials highly confidential?
· Does the subject of research restrict the use of online methodologies?
· Does the country have availability of local professionals experienced in online methodologies?
