The incorporation of rich media into online surveys is the next frontier in online research. While a paradigm shift occurred when traditional research was replaced by internet based research, the revolution continues as the true power of technology is realized in online research through rich media techniques. No longer are online surveys simply CATI surveys crudely adapted to an online environment; these are surveys designed to maximize online data collection in an efficient and engaging manner. Not only is better data collected but respondents are more engaged in the research process and are emancipated from the tedium of traditional surveys. As response rates decrease and privacy issues increase, respondents become an invaluable commodity. Research companies which can protect and nurture their relationships with respondents will succeed in this new era of research. Fusion™ rich media applications are a key element to the winning formula for retaining respondent trust and continued participation.

Angus Reid Strategies and Vision Critical quantitatively examine the effect and influence of rich media techniques on respondent engagement and data quality by deploying a survey in North America and Europe using a standard online survey approach and a Fusion™ survey.