Nearly two-thirds of all U.S. households are
online. As a result, the profile of the average adult American Internet
user is rapidly converging with that of the average American. That
means researchers can easily reach representative segments of the
population needed for accurate market data collection.
In addition, the Web 2.0 era has changed the
way consumers communicate with companies and brands. Marketers are
quickly learning the value of online communities, discussion forums
and custom panels to listen to the voice of, and engage, the customer.
Web 2.0 provides a venue for a variety of interactive data collection
methods for ad and concept testing, as well as product and packaging
shots. These include virtual experiences, such as online simulation
of shopping in a store, online (private) communities, building your
own product and photo sharing.