Studying online behaviors: Assumptions and challenges in the development of a panel of internet users

Abstract

This paper presents and discusses the assumptions and challenges for developing an online panel of Internet users, focusing on the pioneering experience of the Living Lab on Media Content and Platforms (LLMCP). Throughout 2018, LLMCP developed a Google Chrome extension able to monitor, in real-time, the navigation of Internet users through this browser - the most widely used by the Portuguese. In order to initiate the collection of empirical information through an online panel of Internet users, the project adopted a set of theoretical, methodological and operational procedures in the development of both the monitoring tool and to attract participants. The dissemination of information and communication technologies (ICT) has been changing the way people live in society and how they organize their social relationships. Understanding that the information society involves the creation of technologies and procedures to investigate these new forms of organization and structuring of individuals' behaviors. In addition to the LLMCP case study, this article briefly discusses the impact of inquiry methods, such as interview and questionnaire, on online behavioral research. The results point two lines of reasoning. On the one hand, to the idea that mass adoption of ICT has contributed to the creation of new opportunities in the field of research methods in the social and human sciences. On the other hand, innovative approaches still need to overcome surveillance and control fears existing in hyper connected societies.