This works because the MR is embedded inside of something I like and need. LinkedIn solves one of my real world problems; it helps me maintain my professional network. I'm happy to give them all kinds of profile information because I'm getting something I want in return ... and if the poll is about something I care about I don't mind taking 10 seconds out of my day to answer it. The rest of the time the poll widget sits there patiently and doesn't bother me. With over 8 million users they don't have to be pushy to get enough responses ... and that makes all the difference in the world. Great user experience + long tail = better online MR!
I think this kind of research has a future.
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