Online research dos and don'ts

written by: Karl Mitrovic; article published: year 2007, month 10;

In: Root » Internet » Internet marketing and advertising

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Below is a list of rules you have to consider when researching and marketing online.

DOS

  • Pose questions in a fun, conversational tone.

  • Package the experience as self-discovery and entertainment, where possible.

  • Make it simple to sign in and get started.

  • Know the incentives that will inspire responses.

  • Express appreciation for participation.

  • Value the participant's time. Allow opting out of surveys at any point.

  • Keep initial surveys or interactions brief. (Gather more customer profile information later, when the participant has learned to trust you.)

  • Use their e-mail addresses only for the originally stated purposes.

DON'TS

  • Ask for too much personal information at the start, or ask for unnecessary personal information at all (like telephone numbers).

  • Make your questions stiff or clinical.

  • Spam them later once you have their e-mail address.

  • Make surveys or quizzes too long.

  • Abuse their generosity by requesting their feedback too often.

  • Provide irrelevant or worthless incentives.

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