Survey research plays a major role in knowledge development and market insight. Over the past decade, many new ways of data collection have been made possible. Some of these, such as online surveys, have become very popular very quickly and have overtaken more traditional fieldwork methods. The main advantage of online surveys and the reason for their uptake is that they enable market researchers to collect large samples sizes quickly and at low cost. A second key advantage, which has only recently begun to be realised, is that the online environment enables entirely new ways of asking survey questions. Respondents can drag and drop items, sort them like playing cards, create collages, mark up or edit packaging or advertising concepts, pop items into a shopping basket or even take the role of an avatar and "play" their way through the questionnaire.