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Cross platform data collection

Using a panel survey to measure market size, market penetration and brand perceptions

Census demographics: impact on tabulating findings

CROSS PLATFORM DATA COLLECTION

Using street interviews to refresh on-line panels

In the rush to go on-line street interviewing has fallen out of popularity but we would argue that this ‘old’ technology still has a vital role to play in data collection if only in making on-line methods of data collection truly representative of the population.

For example, a major challenge in refreshing a local authority Citizens’ Panels is to replace those members that move, change their email addresses, become disinterested or are deceased. There is the constant need to boost membership so that the panel remains representative of the residents in the local authority area. 

This means recruiting new members of the right profile: age, gender, ethnicity - but also numerically in terms of each individual ward. Good, old fashioned on-the-ground street recruiters are unsurpassed in their ability to boost the panel membership at a reasonable cost. Recruiting against demographics is real bread and butter stuff for us.

Recruiting by ward is the challenge. Most people will tell you their gender (!), their age and their ethnicity (although we do remain sceptical about the number of Jedi Knights claiming to live in Camelot) but unfortunately very few people know which ward they live in. It needs a plan!  

So, Plan A: we arm recruiters with lists of post codes for each ward. In the early stages that is reasonably straightforward with recruiters able to concentrate their efforts on main commercial and shopping areas. Most of the samples can be acquired from these heavily trafficked locations. However, almost inevitably there will be three or four people from each ward that can’t be located and this is where interviewers’ resourcefulness comes into play.  

So for Plan B, local shops, schools and social centres need to be identified in each ward and interviewers lurk in the vicinity seeking out those missing people with the right profile needed to complete the quota. The sight of three interviewers racing after a one legged, left handed male, aged 50-65 is something to behold. 

And finally to Plan C. The final recourse by interviewers is to knock on doors in the ward to find those last few elusive respondents. This means that we were able to deliver the newly recruited members on time and within budget.  

The positive response to a personal approach is a defining advantage of using street interviewers rather than others means of recruitment. Many people still prefer to relate to people face-to-face. And, of course, interviewers can use their initiative and only approach people who pass the 'eyeball' test so making the best use of both time and money.

USING A PANEL SURVEY TO MEASURE MARKET SIZE, MARKET PENETRATION AND BRAND PERCEPTIONS

The market research undustry is still testing the boundaries of what is possible using the internet. At Fieldwork Assistance Ltd we have recently used a panel survey to collect data which can be used to map market size, penetration and even routes to market when other published statistics are not available.

This is an exiting alternative to conventional research techniques which will be of special interest to smaller companies and those in less 'organised' markets. See our dedicated web page HERE.

CENSUS DEMOGRAPHICS: IMPACT ON TABULATING FINDINGS

No doubt you will be planning to use the 2011 census demographics in any new surveys you are designing especially now that the wider world is aware of the new categories. Some cynics will say that the major change is that those who were ethnically excluded from the last census - principally the English - finally have a voice! However there are some other quirks you may need to take account of especially when it comes to tabulating findings.

Nationality

Determining nationality and ethnicity has always been troublesome so the question has now been split. Q15 asks: “How would you describe your national identity?” with the options being:

English / Welsh / Scottish / Northern Irish / British / Other. Those with a keen eye will note that the instruction is “to tick as many as apply” so those who like to describe themselves as of English/Welsh/Scottish ancestry finally get your moment of recognition.

Ethnicity

Q16, is in the more familiar ethnicity format asking: “What is your ethnic group?”. Thankfully this is a single choice question although some of the labels beg the question of what on earth this information will be used for. Some categories are very broad and at the same time strangely non inclusive. For example, you can be White and Black Caribbean (though not Asian Caribbean) or White and Black African (but not Asian African).

Delightfully by combining these two questions you are still allowed to be English/Welsh/Scottish with White and Black African ethnicity. A perfectly reasonable combination which should bring a moment of levity to the process of tabulating findings.

Equality

If you also have to meet equality regulations there are other questions which you may find amusing. The first is (Q18): “What is your main language?”; English or Other are the choices. If you asnwer 'other' you are then asked: “How well can you speak English?”. Some of our street interviewers feel that this question should be asked of some who claim that English is their main language.

Finally Q20: “What is your religion?”.

No religion

Christian (including Church of England, Catholic, Protestant, and all other Christian denominations)

Buddhist

Hindu

Jewish

Muslim

Sikh

Any other religion, write in.

Still no mention of Jedi Knights but it can only be a matter of time. Perhaps that’s why the Government is thinking of abandoning the census in its present form.

27-04-2011

Links:

http://www.ukmarketingagencies.co.uk/suffolk/