The Art of Data Consistency - Sample Blending For Your Tracker Studies
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The document discusses challenges in conducting tracking studies and the importance of panel consistency. It highlights the need for sample blending from multiple providers to improve data reliability and recommends the use of EMI's Intelliblend® approach for better accuracy and feasibility. Key objectives include evaluating the sample industry, understanding trends, and providing actionable advice for enhancing tracker studies.
The Art of Data Consistency - Sample Blending For Your Tracker Studies
- 1. The Art of Data Consistency: Sample Blending For Tracker Studies
- 2. VP of Insights ● 20+ years in Market Research ● Held roles at Harris Interactive, TNS, and Synovate (Ipsos) ● EMI Research Solutions ● Brian.Lamar@emi-rs.com Brian Lamar
- 3. Housekeeping E M I R E S E A R C H S O L U T I O N S
- 4. What will you learn today? ● Challenges in tracking studies ● How and why panels are different ● Our internal research ● Solution and advice moving forward
- 5. In Your Tracker Studies - Does This Sound Familiar? ● They have been going on a long time ● You have been using the same sample provider or providers the entire time ● You routinely have and must investigate/defend unexplained differences
- 7. Panels are different ● Why? ➢ Recruiting methods ➢ Incentives ➢ Industry consolidation ➢ Attrition/Turnover
- 8. Panels Change ● The make-up and behaviors of individual panels change over time ● Why? ➢ Recruiting method changes ➢ Industry pressure ➢ Industry consolidation ➢ Internal change / Turnover
- 9. Sample Landscape Research OBJECTIVES: • Evaluate the sample industry as a whole • Evaluate specific sample providers • Understand industry trends EVALUATE 15-30 CONSUMER SAMPLE PROVIDERS INCLUDING: • Double opt-in panels • Social media sources • Mobile partners • Prescreened Sample METRICS FOR EVALUATION: • Quality: Speeders/Cheaters/ Traps/Open-End Quality • Consistency • Behavioral questions • Concept and brand ratings • Device usage
- 10. DATA
- 11. www.bestppt.com 11 0% 20% 40% 60% 80% 100% Total A B C D E F G H I J K L W1 - Smartphone W2 - Smartphone W1 - Tablet W2 - Tablet Mobile Device Users Mobile device category
- 12. www.bestppt.com 12 36% 41% 46% 41% 23% 31% 32% 32% 40% 43% 36% 34% 42% 36% 41% 33% 33% 37% 39% 39% 28% 54% 38% 32% 42% 34% Total A B C D E F G H I J K L W1 W2 Using the scale below, please rate the following brands.
- 13. www.bestppt.com 13 23% 29% 26% 27% 10% 18% 22% 31% 34% 24% 16% 30% 21% 26% 36% 25% 24% 10% 23% 26% 24% 37% 31% 14% 24% 26% Total A B C D E F G H I J K L W1 W2 Respondents who admit to smoking Do you currently smoke cigarettes?
- 14. Purchase Intent – All Concepts Using the scale below, how likely are you to purchase the product shown above? Results are top 2 boxes 0% 10% 20% 30% 40% 50% 60% A B C D E H L W1 W2 W1 W2 W1 W2 W1 W2
- 15. What Can Be Done About It?
- 16. Sample Blending
- 17. Benefits of Sample Blending ✓ Reduce risk by using multiple partners ✓ Ability to replace a supplier if necessary with minimal impact to project results ✓ Exponentially increased feasibility – no longer in top-up situations ✓ Wave-to-wave sample consistency ✓ Faster results
- 18. How EMI Can Help
- 19. The EMI Difference ● Panel specialties: B2B, Consumer and Healthcare ● Global network of 150+ panel partners ● 20 years of sample and survey expertise ● 24/7 program coverage ● Personalized service
- 20. Purchase Intent – All Concepts Using the scale below, how likely are you to purchase the product shown above? Results are top 2 boxes 0% 10% 20% 30% 40% 50% 60% Blend 1 Blend 2 A B C D E H L W1 W2 W1 W2 W1 W2 W1 W2
- 21. IntelliBlend® ● Patented sample blending approach ● Blend sample from traditional and non-traditional sources ● Blended in an intentional and controlled method ● Provides most representative and accurate demographic, behavioral and attitudinal data ● Custom sample plan that best fits your project
- 22. Benefits of IntelliBlend® In addition to all the benefits you get with sample blending you get: ✓Increased accuracy and representational demographics, behavioral, and attitudinal data ✓Increased feasibility and ability to deliver on quotas ✓Replicable for wave studies ✓Avoid “top-up” situations
- 23. Easy advice for trackers ● Use multiple partners – no top up situations ● Know your partners ● Understand the differences between partners ● Monitor device usage
- 24. QUESTIONS? W W W . E M I - R S . C O M / S A L E S @ E M I - R S . C O M B R I A N L A M A R : B R I A N . L A M A R @ E M I – R S . C O M