Why shouldn't we rely on online research?
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Online surveys conducted through apps and websites are a useful way to collect data when developing new products. However, online surveys are not always correct, and the risk of making the surveys just mentioned is told by John Dick , CEO of consulting firm CivicScience.
Why online surveys are a terrible market research method — Quartz at Work
https://qz.com/work/1575367/why-online-surveys-are-a-terrible-market-research-method/
Telephone polls have become less powerful as fixed telephone lines cease to be used. The same thing has happened to online surveys in recent years, says Dick. Online surveys are conducted through websites and apps, paying financial rewards to respondents. However, the demand for online surveys in recent years has exceeded the rewards, and the situation says, 'You need 30 minutes to get $ 5 (about 550 yen).' As a result, people who take part in the survey either have time or are biased towards those who seek financial surplus.
In addition, it has also been reported that respondents of online surveys have “psychological” biases, such as indicating personality, values, opinions, attitudes, and interests. According to the CivicScience (PDF file) survey , those who are frequently surveyed online are more brand-oriented, use more coupons, and are more media-sensitive than the average American citizen. It is almost impossible to correct such a tendency statistically.
The fact that the results of online surveys do not necessarily reflect the entire population has also appeared in recent US politics. It was widely expected that President Obama's second term, 'A lot of people think the economy is on the rise, and that Hillary Clinton will be elected in the presidential election.' But in fact, that was the idea of some people, and there were many people who did not see mainstream optimism or happiness.
by Element5 Digital
In addition, the University of Michigan Consumer Confidence Index , which examines the consumer mind for the economy and job market, is published every other week, but since the survey data collected by the telephone survey spans thousands of months each month, the precise analysis There is also the problem of being difficult to do.
The problems surrounding online research are not limited to the political world. Nike had a controversy in September 2018, recruiting American football player Colin Capanic, who was exiled from the league for refusing to sing the national anthem before the game in protest of racism.
The Nike boycott over Colin Kaepernick, explained-Vox
https://www.vox.com/2018/9/4/17818148/nike-boycott-kaepernick
You can see the movie that has hired Mr. Capanic from the following.
Nike-Dream Crazy-YouTube
This campaign was conducted a questionnaire survey of 8,000 adults in the front and back, after campaign announcement also decreases favorability is two orders of magnitude for Nike, consumers purchase motivation also lowered it has been shown . In addition, 39% said that it was 'appropriate', and 38% said that they were not 'appropriate', regarding the recruitment of Mr. Kaepanik.
A subsequent survey by CivicScience found that only 14% of those who thought Nike's campaign was 'not appropriate' took part in some online surveys. On the other hand, those who take part in such online surveys say that they support the campaign “support Nike” by 35% more often than those who do not participate in online surveys, and are less likely to say “No opinion” It seems so. These are considered to be the reasons why we could not predict the negative response to Nike's campaign in advance, and from this also, the tendency of the response changes between 'people participating in the online survey' and 'people not doing it.' By conducting online surveys in advance, you can find out that it is difficult to predict market responses.
For entrepreneurs who have started a business for the consumer, market research and analysis is valuable for understanding the market potential and looking at competitors. However, it is important to remember that market research does have 'defects', rather than just saying 'according to the survey ...'.
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