Too many brand surveys

Emily Riley | June 21, 2007, 03:09 PM

I just got a full page interruption on nytimes.com from Dynamic Logic. The message is below:

Hello! You have been chosen to participate in an important survey from Dynamic Logic, a respected 3rd party research company. This is for RESEARCH PURPOSES ONLY. We are not selling anything. Your answers are grouped anonymously.

Click on the yes button below if you'd like to take the survey, and we will return you to your destination site upon completion. Or, simply click the no button to continue now to your destination site. We thank you for your participation!

Advertisers wanting to measure the effectiveness of their branding campaigns may be running into a problem with surveys. Advertisers’ main concern is clutter. The clutter isn’t just coming from the ads, but the “take this survey” banners as well. As people begin blocking them out, advertisers won’t get the responses they need. I haven’t come up with a perfect replacement for surveys, but changes in search behavior or UGC can be a good place to start.