Remember ten years ago when offline to online parallel research was all the rage? Client after client wanted to transition their surveys from paper to the internet. It seemed like we were doing twice the work as every survey needed to be run once on paper and once online. We needed solid proof that online responders weren’t a big freakshow just ripe and ready to mess up all of our research if we moved it online.
Nowadays, many clients have moved a lot of their research online. The fact that internet penetration in the America’s is over 70% and pretty close t0 80% means we just aren’t worried about method generalizability the way we used to be.
But, have you considered that we might have gone full circle? Now that we’ve accepted that people who answer online survey aren’t crazy, what about people who still answer paper surveys. Why aren’t they online? Why do they put up with ‘old fashioned paper’ surveys. Is there something weird about those people?
It’s just a thought, but certainly worth considering!
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