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 .