I will be presenting a paper about the benefits and challenges of sample multi-sourcing at the ESOMAR Panel research 2006 in Barcelona in November.
ESOMAR is the only true global market research organization so, as a French citizen living in the US, I really feel at home during their conferences. Unfortunately, I could not assist last year’s first Panel research conference in Budapest, but I have heard very positive feedback about the event, so I am proud to be a part of this year’s event and hope that my contribution will bring something to the debate.
Here is a summary of the outline:
As the demand for online respondents increased faster than the available number of potential survey takers, buying sample for complex projects or for larger needs has become more challenging: since one unique sample partner cannot provide enough fresh respondents for all sample needs, a growing practice in the industry has become the use of several sample. This practice, generally called multi-sourcing, has obvious benefits in times of sample shortage, but raises a number of issues:
• Is the data collected the same from a sample to another?
• If not, which data is better?
• How can we guarantee data consistency across studies while using different sample vendors?
• What are the risks of duplicates between different sample databases?This paper will first focus on identifying behavioral and attitudinal differences between sample providers, beyond the official demographics. Once behavioral and attitudinal differences have been established, we will show how multi-sourcing can overcome potential sample inconsistency and even provide a more robust/stable sample via a blended approach.
And you? Have you ever used different sample sources for your research studies? Whether it was for sample diversification, to try new vendors, avoid to overuse one sample source, or to extend your reach, I am interested by your experiences. Do not hesitate to drop me a line at: olivier at insights20 dot com.
Playing with the Spotme device at ESOMAR 2005
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