For most of us doing research, the temptation to collect it all online is irresistible. The cost per response is low, there is virtually no data entry and folks sitting in the privacy of their own home tend to be a lot more detailed with their feedback than those standing in the middle of a mall or theme park.
At Universal Orlando Resort we do a fairly significant amount of online research - both with our own guests and with rented, outside survey panels. But we still do a lot of our research in the parks. There are a few reasons we still think it is very important:
- You can talk to people in the moment: If you're offering them a new experience, such as tasting a new beverage or showing them a new commercial, there is something to be said for being able to get their opinion right there, right now. Sometimes it is better when people don't have a long time to mull over their answer!
- It's much more secure than online research: There is literally no way to guarantee that an idea that is presented in an online survey will not show up in a message board or on the news. Even if it can't be saved because of some specialized technology that your survey vendor provides, there is nothing stopping a respondent from using screen capture software or, if that doesn't work, a camera held up to the monitor. In our experience the very BEST way to product your content is to present it to people in an offline venue.
- It gives you access to a cross-section of the market including those people who don't spend a lot of time taking online surveys. Yes, it is absolutely true that you can find a good representation of people online. But at the same time, not everyone takes online surveys. If you conduct your survey at a venue such as Universal Orlando you get a great, broad cross-section of families and people from all over the world including both those who are online and those who are not.
- Multiple methodologies to choose from: When you conduct your survey at on-site at a place like Universal Orlando, you're not just limited to radio buttons, check-boxes and drop-down boxes. You have the opportunities to conduct interviews, focus groups, taste tests - the list of possible methodologies are endless! And not only do you get to conduct the research - you also get to see, hear and experience how the respondent engages with your product.
To learn more about conducting your next research project on-site at Universal Orlando Resort, contact us at (407) 224-3745.
