How do we analyze the data?
Once all the data is collected we deploy powerful mathematical modelling techniques. We utilize the power of data science approaches to forensically identify and extract key information. This is done via association rule modelling and PCA algorithms.
How to build an audience?
Together with the client we define what audiences interest them.
An audience has certain characteristics: men or women, income, age, marital status, interests, details of behavior, media consumption… whatever is defined as an important characteristic.
The audience is “built” inside the platform and after this we start exploring it.
For each audience we have access to all aspects of Data Coverage – and these are close to 9000 data points!
We can compare audiences and thus discover similarities between them and, sometimes more importantly, what differentiates them.
How many audiences can I build?
You can build as many audiences at once as you want and compare them.
How many audiences can I compare?
There is no limitation when it comes to how many audiences you can compare. It depends on your company’s goals and aims.
How often is the data updated?
We update the data through questionnaires that we conduct 2 times a year. We update the data points as well as the questions and invite our clients to be part of the process. If you need to add a category we will make it happen and coordinate with you.
How do you source groups that may be hard to reach on the Internet?
If the group is hard to reach on the Internet, we first check with the professional panel recruitment agencies we work with to see what they can offer. In most cases we manage to gather enough respondents to achieve the target. However, if this method does not succeed, we recommend a different methodology to our client. We stand behind the quality of our data, and if data quality cannot be secured we do not take any risks with our client’s studies.
What steps do you take to achieve a representative sample of the target population?
We and our partner JTN Research are constantly working towards bringing its proprietary panels as close as possible to offline national representative balance. We pursue this objective by custom recruitment campaigns to ensure enough panelists are present for each and every gender-age-region demographic. Specific cell response rates are also taken into consideration, where different groups show different activity. Obviously, there are certain practical limitations coming from the levels of internet penetration among the diverse gender-age-region cells. We make sure our clients are always aware of these limitations at bidding stage.