Web Research to use more automatic measurement
Less use urged of surveys to evaluate own activity (Kate Billinghurst)
Invitations to Complete Online Surveys shouldn’t be Repeatedly Used
Greater governance is needed for online research in order to improve customer confidence.
A new study carried out by the Internet Advertising Bureau (IAB) and the Association of Online Publishers (AOP) shows there are a number of areas that can be improved.
Their findings were published following a consultation with industry experts, research suppliers and media owners.
Among its recommendations is that there should be a limit on how many times a web users is subjected to the same survey to reduce the inconvenience.
Furthermore, the report advised that surveys should only be issued when consumer information cannot be monitored using standard web metrics alone.
IAB head of research Tom Pilkington commented: “We hope that the guidelines, developed jointly by the IAB and AOP, will help research professionals and advertisers use online survey tools effectively to evaluate their online activity whilst also ensuring that internet users continue to enjoy surfing their favourite sites without interruption.”
In recent weeks, some of the biggest names in the digital industry lent their support to ensuring customers’ online privacy.
Among those to have signed up are AOL Advertising, Yahoo! and Specific Media UK.
Source: IAB UK