Relevance & Research Question: The idea of recruiting participants into online studies is about to radically change. While the majority of the online market research industry is still inviting people over the email channel, some new approaches of using advertising networks to recruit people literally pop-up. Besides the largely discussed approach of Google consumer surveys, using the Google advertising eco-system on desktop and mobile devices, a new and independent approach has been developed by a Berlin start-up company. This approach allows inviting unknown people over an advertising partner’s website to take a survey. The market researcher’s question at this point of technology development is, whether this approach can be considered to create valid data compared to the classic panel approach. In order to find out about the opportunities and problems of this recruiting procedure the standard panel approach was used in competition with the advertising recruiting approach.

Methods & Data: The comparison of the competing data collection approaches was supervised by independent academic researchers and supported by the commercial online panel GapFish and the advertising recruiting approach as developed by Dalia Research. Overall more than 3.000 people were contacted to create an online sample of more than 800 respondents for each approach equally covering desktop, laptop, tablet and smartphone devices allowing to compare the results. The device agnostic questionnaire was dealing with respondent’s behaviour when answering questionnaires and their expectations in compensation for taking questionnaires in the classic and the mobile environment.

Results: Overall this first experiment showed comparable results in the data of both approaches. The ad targeting approach can already be considered being an additional option for the researcher. The contribution will explain the effects of both approaches on the data by looking at:

• Different participation patterns on device categories, quota management and drop-outs

• Non-reactive data of the 8 minutes survey

• Reactive data of expectations of the participants in compensation for market research studies

Added Value: The new approach of advertising sampling will be explained during the presentation.