This article focuses on the on-site survey by Pedigree.com, the Web site for the dog food brand of MasterFoods USA. At the beginning of the survey, Pedigree.com got a word from its supplier Millward Brown that the response rate for its survey was very low. An investigation by revealed that pop-up blockers were preventing most site users from ever seeing the survey invitation, said Jeremy Netka, manager of MasterFoods's Pet Care Division. So, with an eye to garnering truly valid feedback for their site, Pedigree.com set about finding a way to get around those blockers. The site did find a way, thanks to a two-way approach devised by Dynamic Logic Inc. After putting the solution in place, the response rate went from an average of 47 completed surveys a week in the first three weeks, to 163 a week in the last three weeks, allowing Pedigree to achieve 628 completed surveys.