--- title: How Flexible Can Online Market Research Be? description: Market research has traditionally been a one shot affair. In this article, we discuss how the online market research revolution has increased flexibility and given researchers more options than ever before. image: https://blog.flexmr.net/hubfs/How%20Flexible%20Can%20Market%20Research%20Be.jpg --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options. 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[Read more](https://blog.flexmr.net/workshops-beacons-customer-salience) 9 MIN READ #### Ed Hill - [Events (1)](https://blog.flexmr.net/topic/events) - [Insights Empowerment (38)](https://blog.flexmr.net/topic/insights-empowerment) - [Practical Application (178)](https://blog.flexmr.net/topic/practical-application) - [Research Methods (285)](https://blog.flexmr.net/topic/research-methods) - [Strategic Thinking (232)](https://blog.flexmr.net/topic/strategic-thinking) - [Survey Templates (7)](https://blog.flexmr.net/topic/survey-templates) - [Tech & Trends (397)](https://blog.flexmr.net/topic/tech-trends) "There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns - the ones we don't know we don't know" - Donald Rumsfeld, 2002 One of the most widely-reported benefits of online research is its speed and, moreover, economy - it is seen by many as a way of generating quick, cheap and plentiful insights; "the growth of online technology has enabled researchers to offer clients a fast and cost effective method for reaching their target audiences (The MRS, 2007). However, at FlexMR, we would argue that whilst online research can be quicker, and might be cheaper, this is to miss one of the major benefits of this approach. Traditionally, research was a one-shot effort. The client would brief an agency, the agency would submit a research proposal, design and sample plan, carry out the research then report it. If the research raised new research questions, or the product or the initial concept was rethought during the course of the study, then it would be time to start the whole process again. Online research, especially in research communities or research panel based form, however, allows new ways for clients and agencies to work together. Due to the combination of a database of participants and tools to connect with them, whether the online panel or community is continuous or ad hoc, there is scope for instantaneous reaction. ### What Kind of Flexibility is on Offer? Has the research raised a new question you want a quick response to? Pop up a poll and start a debate on the subject. Realised you need more specific feedback from one particular group of people? Target them with a new research activity. Need to know what people are saying about a particular topic? Search and filter the conversations that have been taking place, then contact those community members who have been most vocal on the issue to conduct a one to one interview or focus group. As Tim Britton points out, longer term ways of interacting with both clients and participants mean that over time, we can build up a big picture of customers' lives, preferences and habits ([Research Live](http://www.research-live.com/tell-us-something-we-dont-know/4005177.article)). This means that we can follow the customer over time through their interaction with a brand, and follow up on interesting experiences. The main advantage of online research, therefore, may well be the ability to discover unknown unknowns - the factors of key importance to a customer that we had just not thought to ask about - had never considered might be a big deal.  #### About FlexMR We are The Insights Empowerment Company. We help research, product and marketing teams drive informed decisions with efficient, scalable & impactful insight. #### About Annette Smith As Technology Development Manager, Annette has been vital to shaping InsightHub into the world-class hybrid platform it is today. #### Stay up to date ## You might also like... ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/retaining_human_touch_customer_salience_cx_ai.png) ### [Retaining a Human Touch with Custom...](https://blog.flexmr.net/customer-salience-cx-ai) In recent years, companies have embraced artificial intelligence (AI) at pace, swept up in a technological momentum that promises efficiency and cost savings. However, in their rush to pursue quickly ... [Continue reading](https://blog.flexmr.net/customer-salience-cx-ai) 5 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/casual_conversation_iosetta_santini.png) ### [A Casual Conversation... with Ioset...](https://blog.flexmr.net/casual-conversation-iosetta-santini) Most research projects still currently end with a powerpoint report and a debrief. This has become deeply entrenched as the industry standard, and it is what stakeholders have come to expect when they... [Continue reading](https://blog.flexmr.net/casual-conversation-iosetta-santini) 4 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/synthetic_data_richer_market_insights.png) ### [Synthetic Data: The Key to Richer M...](https://blog.flexmr.net/synthetic-data-richer-market-insights) In the dynamic world of market research, the need for robust and accurate data is critical. Whilst the increased prevalence of generative AI has provided a range of benefits to market research process... 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