While online focus groups gain some momentum as an effective qualitative measurement, some organizations prefer a more traditional digital research technique: the online survey. Aflac has been using online surveys for the past several years, and counts on them for polling stakeholders before launching major communications initiatives. “We did a survey with brokers in 2008, asking how they felt about Aflac and if they were likely to recommend us to clients,” says Missy Wood, second VP of insights and competitive intelligence at Aflac. “We now use that survey as a baseline for an annual poll of brokers.” Other continuous survey efforts, says Wood, include brand awareness tracking and consumer polling on specific products and services.
Getting the Best Return from Online Surveys
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