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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Research—Finding the Middle Ground

There are other cyber research firms that fall in the area known as the “middle ground,” in between the homegrown methods and “leave it to the experts” with advanced Web technology. These companies allow brands to develop their own research tools and techniques, giving them guidance along the way. WebSurveyor (www.websurveyor.com) is an example of an online firm that allows marketers to borrow technology and obtain and calculate their own research findings. WebSurveyor is so confident about its technology to build custom online surveys that it offers a free trial account for companies to set up a test survey and calculate results (talk about an incentive for marketers). WebSurveyor provides marketers with the ...

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