Methodology

Our managerial to-the-point report integrates findings from quantitative and qualitative research, secondary sources, our personal experience, cases, vision...

Pan-European quantitative survey

A large pan-European online survey in 16 countries was conducted in June 2009, in close cooperation with IAB Europe. Belgium, The Netherlands, France, UK, Germany, Italy, Spain, Greece, Denmark, Norway, Sweden, Finland, Switzerland, Poland, Romania and Hungary were all represented in this survey. Participants were recruited from our InSites TalkToChange online research community. The online sample was drawn on a country level of 2,000 respondents, consisting of 4 thematic subsamples of 500 respondents. More than 32,000 Internet users participated in this survey. Our sample is representative for the online country population (15+).

Qualitative online research

The findings of the survey have been enriched with findings obtained from an international bulletin board discussion with more than 200 European Internet users on digital media and marketing during 6 weeks.

Bulletin boards allow for asynchronous threaded discussions over a longer period of time involving more participants. Participants can return to topics and react to each other’s comments while research moderation is low to medium. Discussion boards are most useful for getting opinions about a specific event, topic or stimulus.

Other sources

There is a lot of information available on the adoption and usage of digital media among consumers, so we decided not to replicate this data, but to integrate key data into our own research report and focus our efforts on bringing you new insights.

Furthermore, the CONNECT report was enriched with the extensive experience we have gained over the years. This report is an integration of personal expertise and vision, cases, internal brainstorms with senior consultants, results from R&D research and other PR projects.