在线调查在中国的创新新探索（摘要）

    随着中国市场研究行业的逐渐成熟，在线调查也在市场的需求中发展迅速，今年以来，
模式的创新也成了在线调查一道亮丽的风景。作为专业市场研究公司，北京数字100在在线调查方面摸索出了一套比较有代表性的模式，这也是北京数字100市场研究公司的在线调查在中国调查行业的创新之举。

    在数字100的创新中，比较有代表性的是产品留置。产品留置是一种传统的市场研究方法。数字100公司应用自身资源优势，对这一传统方法进行优化配置，为其注入现代市场研究的新元素。产品留置中最重要的两个因素是被访者的招募和信息的传递。数字100公司利用自我招募的超过百万的在线样本库人群，进行产品留置被访者的招募，可以迅速、准确地找到目标人群，有效防止了职业被访者。对于信息的传递，数字100公司利用自主版权的在线日记平台，分阶段请被访者对留置产品的感受，进行反馈。这种方式可以实现实时信息传递，有利于企业及时掌握被访者对于产品的使用情况，在必要时，可以及时增加考察的内容。

     数字100公司利用这种新型的产品留置方法，为全球最大的数位板生产商研究其新产品的价值点定位。我们从数字100的在线样本库中，招募了三类潜在目标人群共100个样本，在10天内进行产品留置。被访者每天通过数字100的在线日记平台，填写自己使用产品的感受。反馈的信息从初次的印象、硬件的安装、软件的使用到对于工作和生活的影响、在心情上的影响，逐步递进。被访者也同时把使用数位板过程中创造的作品上传到日记中去，大大丰富了研究的内容。结果证明，这种新型的产品留置方法，可以有效提升效率，节约成本，更好地为企业的产品测试服务。而200多万高质量的样本库各类人群更是为企业的在线调查提供了有力的支持与保证。
   

Summary:

Innovative application of online market research in China
Cindy Zhang, General Manager of Data100 market research

     Online market research is developed quickly with the mature of market research industry in China. Model innovation is a great trend in this year for online market research. As a professional market research company, Data100 develops a series of models so as to lead the industrial frontier.

    One of the innovations in model is product placement. By leveraging its resource advantage, Data100 market research re-shapes this method by adding new ingredients. Respondent recruitment and feedback channel are two crucial factors in product placement. Data100 utilizes its over 1 million online panel to recruit respondent so that it can find the target respondents rapidly and accurately, preventing fake respondents. By using its online diary platform, Data100 effectively manages the feedback channel, which lets the respondents give their opinion step by step throughout internet. It can achieve real time feedback so as to provide live information to the corporation. The corporation can add new research content if it is necessary.

     Data100 has applied this new methodology to help the biggest digital tablet manufacturer in the world to explore its new product’s value. It recruited 100 respondents, divided into three potential segments, from its online panel. All respondents were invited to experience the product in ten days. During the placement period, each respondent should visit Data100’s online diary platform to write down personal feelings about the new product. The feedback information is from first impression, hardware installation, and software experience to the impact on work and living, effect to individual motion, etc. They can also upload the pictures they drew by using the product, greatly enhancing the research content. The final results approved that this new methodology can effectively serve corporation’s new product test by increasing efficiency, and lowering cost. Data100’s over two million online panel plays a key role in supporting the market research implementation.

    Key Words: Product placement, online panel, online dairy, digital tablet.