For the company, the bottom-line benefit was economic. Prototypes that exist only in the computer also mean significant development cost savings. Omohondro showed animated versions of the spots, rather than fully produced commercials. This gives the researcher the opportunity to revise trouble spots and retest much more quickly than through traditional methods. It also allows them to vary the placement of the spots in the survey to reduce the chances of placement bias.
Computers offer another potential benefit when sensitive information is involved.
Social scientists theorize that the anonymity of the computer reduces the discomfort people feel when talking about health, personal habits, or sexual issues. Respondents approach independent stations, such as kiosks, read questions on screen, and key in their own responses. Surveys on disks are mailed out by researchers. Respondents complete the survey on their own computers and mail them back. Or, participants respond to an e-mail query by accessing a Web site and completing the interactive survey on the site.