The concept of online research—defined as all surveys or studies conducted via the Internet through a PC, laptop, or mobile device—is attractive for several reasons. The first is that traditional telephone-based approaches to collecting survey data at the national level have become increasingly problematic. Unprecedented refusal rates, technology barriers and declining coverage have all made telephone interviewing a challenge in much of the developed world. This challenge led Angus Reid Public Opinion to develop alternative approaches that allow organizations and institutions to have access to an accurate reading of the public mood.

During the 2009 provincial campaign in British Columbia, online respondents to Angus Reid Public Opinion surveys were presented with an exact replica of the ballot that they would see in their home constituency on election day, complete with all party names and registered candidates. This approach, which ultimately led to the best prediction in that particular democratic process, would be impossible to duplicate over the phone.

Finally, online research allows researchers to delve into areas of respondent perception and experience that are simply impossible to penetrate via the traditional telephone survey. This includes detailed surveys of health conditions, personal experience with abuse, and detailed inventories of household possessions.