Web/ online research

We've been running online studies in the UK and abroad since 2008. We design, programme, and manage online surveys for insight agencies, public sector bodies, and academic institutions — whether you need a straightforward questionnaire or something more complex with intricate routing, least-filled quotas, and multiple languages.

We work primarily in Askia, one of the research industry's most powerful survey platforms, though we're used to working alongside clients who use other systems too.

Bad survey design produces bad data. We've seen enough poorly scripted questionnaires to know how much can go wrong — and we know how to avoid it.

Quality — online and offline

Our political polling work has given us a solid grounding in the methods needed to achieve the quality of an interviewer-led offline project through panel research. Panel samples can't be as random as CATI or CAPI by their very nature — but intelligent use of quotas and weighting can produce well-balanced representations of a target population.

Every methodology has its quality control requirements. With interviewer-led research, a combination of back-checking and data analysis picks up the vast majority of issues — most of which come down to misunderstandings rather than malice. With online research, problems tend to stem from poor questionnaire design, formatting, or respondents who aren't engaged with the subject matter and are simply motivated by the incentive. A careful review of the data picks up most of these rogue respondents — and one of the great advantages of online research is that bad data can be replaced quickly, often on the same day it's identified.

What we do

· Questionnaire design and consultancy

· Survey scripting and programming — complex routing, quotas, logic, and multiple languages

· Postal-to-web recruitment and online panel management

· Competitive pricing for UK and international research through trusted partners

· Full in-house service for client contact databases — customers, employees, or members

· Data processing, cleaning, and delivery

· Reporting and analysis

Working with your own data

If you have your own database of customers, employees, or members, we can manage the entire process in-house — from survey design and scripting through to data delivery — keeping costs lower and control closer to home.

Getting the design right

We can help you design surveys that work for your target audience — thinking through content, appearance, and length. A survey that's too long, too confusing, or badly formatted on mobile will cost you in data quality. Getting it right at the design stage is always cheaper than fixing problems in the data afterwards.

Who we work with

We work with insight agencies, public sector clients, academic institutions, and organisations running their own research programmes. Whether you need us end-to-end or just for scripting and data, we're flexible around how you want to work.

Get in touch

Have a project in mind? We'd love to hear about it.

📧 rfq@opinion42.com | 📞 +44 (0)20 3603 1203 | 📱 +44 (0)7792 085815