Online market research helps you investigate markets, target groups and changes quickly and systematically. Online surveys can be used to collect quantitative data as well as opinions, expectations and experiences from customers, employees or other target groups.
This page provides a concise overview of the fundamentals of online market research, common methods, and the key advantages and limitations of digital data collection.
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What is market research?
Market research is the systematic collection, analysis and interpretation of information about markets, target groups, competitors and market conditions. It provides a reliable basis for decisions in areas such as marketing, product development, sales and strategic planning.
Typical market research tasks include:
- understanding the needs and expectations of target groups
- assessing market potential and developments
- evaluating products, services or concepts
- measuring customer satisfaction and brand perception
- supporting decisions with data rather than assumptions
Online market research uses digital methods of data collection. These include online surveys in particular, as well as other digital methods and data sources. For an overview of different approaches, see market research survey methods and information sources for online market research.
Qualitative and quantitative market research
Quantitative market research examines measurable values and relationships. It typically uses standardised surveys with larger samples whose results can be analysed statistically.
Qualitative market research explores motives, expectations, attitudes and reasons behind decisions. It is particularly useful when you want to understand not only what target groups think or do, but also why.
The two approaches can complement each other. Qualitative research can help identify relevant topics and hypotheses, while quantitative surveys can then show how widespread particular views or behaviours are.
With the LamaPoll survey tool, you can create, distribute and analyse standardised online surveys. A complete market research project also depends on factors such as clearly defined objectives, an appropriate sample and careful interpretation of the results.
Advantages and limitations of online market research
Online surveys are particularly useful when you want to reach many people regardless of location and analyse responses in a structured way. Compared with paper-based or face-to-face surveys, data collection and analysis can often be carried out faster and with less organisational effort.
Typical advantages
- fast distribution to geographically dispersed target groups
- automatic and consistent data collection
- direct analysis without manually transferring questionnaire data
- flexible filtering and segmentation of results
- easy repetition for trend or longitudinal analysis
However, the reliability of the results does not depend on the survey tool alone. Important factors include selecting the right target group, using an appropriate sample, asking clear questions and designing the questionnaire methodically.
When is an online survey not enough?
Not every research question can be answered with a standardised online questionnaire alone. If you need to explore motives, complex decision-making processes or previously unknown issues, qualitative methods such as interviews or focus groups may be more appropriate. In many cases, combining different methods provides the most meaningful results.
For guidance on structuring a complete project, see our pages on the market research project process and on planning and conducting online market research.
For long-term monitoring, recurring online surveys can also be used to make changes over time visible. See our guide to trend analysis with online surveys for more.
What is LamaPoll?
LamaPoll is an online survey tool for creating employee surveys and measuring employee satisfaction. With us, you can create, conduct, and analyse all types of employee surveys.
Set up your employee survey in just a few steps, customise it with your company's corporate design, and invite your employees conveniently by email or via your intranet. You'll gather insights to boost employee satisfaction in no time. Sign up for free with our online survey tool. You can then run surveys for up to 50 employees immediately and with no obligation. If you need more responses for your online employee survey, simply use our monthly plans. You can also make use of our templates and examples for employee survey questionnaires.
