Moment-to-Moment Cheat Sheet: Online Research vs In-Person Research

online in the moment testing on an iPad and in-person using a Perception Analyzer dial
Online research has become the mode of choice for many brands and content producers due, in no small part, to the modest relative cost and faster turnaround. Moment-to-moment research (aka dial testing) has traditionally been conducted in-person, the use of online moment-to-moment is becoming much more prevalent. So, how do you know which will work for your next project?

We covered this topic in our Moment-to-Moment Research Playbook (a handy resource which you can download for free right here BTW) where we asked our Dialsmith experts to come up with a “cheat sheet” for determining when to use online vs in-person. It’s a nice little resource all on its own, so we thought we’d share it here for you.

Differences between online research and in-person research

Let’s start by making sure we’re on the same page with our terminology:

In-person moment-to-moment research has respondents using handheld dials for continuous evaluation.

Online moment-to-moment research is a similar methodology but is served over the internet as part of an online survey or other online research platform.

Both methods cover the basics of in-the-moment data capture. This cheat sheet will guide you to the right decision for your project.

online research, research best practices, research checklist, in-the-moment research

Resource: Dialsmith’s Moment-to-Moment Research Playbook


Check out more tools of the trade in our Moment-to-Moment Research Playbook.

Naturally, this is what we do, so please send any questions our way.  We are here to help.