• by April 22, 2004

Dynamic Logic on Thursday introduced two non-pop-up online survey recruitment tools that it calls "DynamicLink" and "DynamicLayer." The independent marketing effectiveness research firm said it wanted to give its publisher and marketer clients more options in recruiting for online surveys as more consumers install pop-up blockers on their computers. Dynamic Logic said the new tools are designed to improve consumer response rates.

"While pop-ups have been and continue to be an effective means of survey recruitment, it is important to explore new methods and recognize needs brought about by the changing online landscape and technologies," said Tom Kelly, vice president of client services, Dynamic Logic, in a statement.

Dynamic Logic's DynamicLink is described as a full-page, interstitial-like unit that uses existing assets on a Web page to lead seamlessly to a survey invitation. DynamicLayer is a DHTML unit that features customizable time delays.

"Alternatives like DynamicLink provide us with much-needed new options for conducting research online, and our initial tests have proven very effective in getting a good response," said Barbara Rice, group director of research for the New York Times Co.'s New York Times Digital. "I'm happy that they're giving us more options--we're so aware that more and more people have pop-up blockers," she added, noting that such technology eliminates Web- and tech-savvy consumers from participation in online surveys.

Dynamic Logic conducted a test of DynamicLink with surfers on Wired.com, and found that 70 percent of respondents said they preferred the DynamicLink recruitment approach to pop-ups. In addition to the new tools, the firm will continue to offer existing recruitment methods, including pop-ups, in-page ads, email, and the phone, according to Christina Goodman, director of marketing, Dynamic Logic.

"Obviously, our goal is to offer the most high-quality research, and by offering different types of recruitment methods, we're looking to meet publishers' needs, advertisers' needs, and the needs of the research," Goodman said. "We will continue to use pop-ups if publishers want to use them."