Online survey research (CAWI) – what it is and when to use it
Online survey research (CAWI) is a quantitative data collection method using a web questionnaire. It’s a strong fit when you need fast, structured feedback on attitudes, preferences, or satisfaction from a clearly defined target group—and you want decisions backed by data.
At NMS, we build CAWI on our own questionnaire solution and connect it to deliverables that matter—from clean data and crosstabs to clear interpretation and reporting.
Quick summary:
- CAWI = online surveying via a web questionnaire (fast and scalable).
- Works well for tracking, concept/product tests, satisfaction measurement, and brand topics.
- The questionnaire can be flexible (logic, multimedia, interactivity).
- Sample quality and data checks matter more than “just collecting answers”.
- Deliverables can include datasets, tables, a report, or a dashboard (Power BI).
- Combine with in-depth methods when you need the “why” (qualitative/community).
- Interpretation and recommendations are more valuable than charts alone.
- A good brief starts with a clear goal, target group, and what the research should change.
Why companies choose CAWI for market research
- Fast decisions based on data – fieldwork and analysis are typically much faster than many offline methods—useful when deciding about a change, campaign, or offer.
- A questionnaire that’s more than a list of questions – we use survey logic and interactivity (branching, rotation, multimedia) so answers aren’t mechanical and the data stays meaningful.
- Precise targeting – when you know who you need, CAWI helps you reach specific segments efficiently and compare them.
- Scalable data collection – from quick pulse checks to larger studies, depending on how much certainty you need.
- Outputs you can actually work with – not just charts. You get a data package plus interpretation, and optionally interactive reporting (dashboard).
- Easy to extend with other methods – when you need to understand the “why”, we can follow up with qualitative research or an online community.
When online survey research delivers the most value
CAWI is typically chosen by teams that need to make a decision quickly—and be able to defend it with data, not opinions.
Typical situations:
- validating a concept / new service before you invest (new product potential testing)
- measuring and managing customer satisfaction
- shaping communication and audience
- price and package decisions
- ongoing trend tracking and segment comparison over time
What you’ll actually get from us
So your internal teams (marketing, product, management) can use results immediately, we deliver outputs aligned to the study goal—from raw data to interpretation and reporting.
Typically, you get:
- the approved questionnaire version including logic and a test link (so it’s clear what we ask and why)
- a dataset (e.g., CSV / SPSS as agreed) + variable description
- crosstabs (standard and key segments) to compare differences fast and support decisions
- a final report / presentation with key findings, interpretation, and next-step recommendations (not just charts)
- interactive reporting / a dashboard (e.g., Power BI) if you want long-term access and segment filtering
If it turns out you need to complement “how many” with a deeper “why”, it makes sense to follow up with qualitative research or involve: an online community to validate hypotheses continuously. If you’re looking for a purely quantitative framework (or a mixed-method design), a natural extension is quantitative research.
Questions & answers
What is CAWI and when is it a good fit?
CAWI is online surveying via a web questionnaire. It’s a good fit when you need fast quantitative answers from a clearly defined target group.
How do you make sure the data is high quality?
Quality comes from correct targeting, a well-designed questionnaire, and consistency checks in responses. It also depends on how the data is handled during analysis.
Can you deliver representative samples?
Yes. If representativeness is required, we design the sample and, if needed, apply weighting so it matches the population you need to describe.
How long should an online questionnaire be?
As short as possible while still answering the decision question. With longer surveys, structure, logic, and interactivity are key.
What will I receive as deliverables?
Typically a dataset, crosstabs, and a report/presentation. For repeated use, we can also deliver interactive reporting (Power BI).
Can CAWI be combined with qualitative research?
Yes—CAWI gives you the “how many” and “what”, qualitative methods add the “why”. In practice, it’s often combined with qualitative research or an online community.
Is online survey research suitable for B2B?
Yes—if we can define and reach the right audience (e.g., role, industry, company size) and tailor the questionnaire to the decision context.
How do we start if I don’t have a perfect brief yet?
Send the goal (“what the research should decide”) and who you want to survey. We’ll propose the method and deliverables and align them to your internal needs.
