WILTON, CT: Companies searching for a way to gauge consumer opinion and measure the impact of PR now have another option to costly, time-consuming surveys.
WILTON, CT: Companies searching for a way to gauge consumer opinion
and measure the impact of PR now have another option to costly,
QuickTake.com, a division of Greenfield Online, unveiled a
do-it-yourself survey tool last week that enables users to gather what
it calls ’digital opinions.’
Here’s how it works: the surveys are created by logging onto
QuickTake.com; identifying a survey title and description; selecting a
target audience; choosing from approximately 40 pre-formatted questions
or developing customized questions to build the survey; and providing
The survey then goes out to web sites whose users match the audience
targeted for the survey.
The price of the survey depends upon the number of responses a company
wants to gather and how targeted the demographic is. But GM Mark Hardy
said that a survey meant to gather responses from 250 general Internet
users would only cost dollars 1,000. Users can request up to 500
responses in increments of 50.
As for the way PR might use QuickTake.com, it’s not hard to imagine
agencies attempting to gain market knowledge before a new business pitch
or testing ideas before a campaign is launched.
While the results are far from scientific and are not intended to take
the place of formal research (Hardy referred to the surveys as ’global
water-cooler research’), they keep in line with the growing trend toward
conducting online surveys rather than using traditional methods, such as
According to Electronic Commerce World, 2% of survey research was done
online in 1999, up from less than 1% in 1998. The figure will reach 50 %
within five years it predicts.