This is the most problematic fallacy in online market research. Decision making authority rests with people who know a lot about market research, and nothing about the internet. There is a critical difference between an online market research company and a market research company that collects data online. Which one are you? If you said online market research company, I don’t believe it … but I secretly hope someone comes out of the woodwork to prove me wrong.
Online companies succeed because they utilize the qualities of the internet to make something remarkable. Traditional companies who try to migrate their offline business model online flounder and fail because they don’t understand that rules are completely different online.
While everyone is paralyzed by fear of the economic uncertainty that surrounds us, there is a tremendous opportunity for someone to win big. Start a new online company or division. Staff it with people who know a lot about the internet and almost nothing about market research. Let them break all the rules. When they come back with a bunch of brilliant but heretical ways to gather thoughts and opinions online introduce them to some open minded statisticians and market researchers who can help them harness these new tools to reinvent market research. Now comes the hard part; you have to convince clients to trust the new methods. Congratulations, you are now the only online MR company that matters!
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