Larger involvement of respondents: more complete and true answers
	Targeted samples: targets are pre-screened through objective criteria
	Large versatility of the applications: multi-mediality, repeated interviews, qualitative and quantitative
	Very fast survey timings; even few hours, if necessary
	Very moderate costs

	the representativeness of samples
	the lack of reference rules
	the guarantee that people responding at the other side is just the one that pretends to be and takes the task seriously

The enthusiasm for the new approach can be dangerous. We are well aware of the amazing opportunities offered by online research, and also of the risk that can be met.
These represent the future, but the transition is sensitive. Let yourself be lead by people who have the expertise to manage innovation and is able to benefit from it; avoiding risks at the same time .