If you type ‘survey software’ into Google, you will be presented several alternatives – for example, Qualtrics, QuestionPro, SmartSurvey, SoGoSurvey, SurveyGizmo, SurveyMonkey, SurveyPlanet and SurveySparrow.

Online data collection has become the most common methodology for most market research surveys around the world. However, in some countries, for example, in Asia Pacific, where we operate extensively, data collection online still represents less than 50% of all fieldwork.

Completion rates for online surveys can drop dramatically if you do not adhere to a few simple rules. Some are connected to the software you use, but many are practical tips that will work with any software you choose. So let’s get started.

Market research has adopted technology at varying speeds in its history, often at a different rate to other industries. Why is this? Is it important? CAPI (Computer-assisted personal interviewing), CAWI (web interviewing), CATI (telephone interviewing), tabulations, reporting and dashboarding all pose different wants and needs.