Abstract:

This paper presents a case study of how GfK NOP is moving one of the UK's major market measurement studies online.In this case study we share our learning and illustrate, with empirical data, the limits and possibilities that panel based research offers in this most demanding arena for online research. Our conclusion is that in this instance, it is inappropriate to replace the traditional face to face methodology with a wholly online solution but that, instead, a multi-modal approach which combines face to face with online interviewing is the way forward.