11 New Technologies that are Disrupting Consumer Research
8 minutes read
8 minutes read
9 minutes read
In the world of surveys, it is very common that our acquired responses need to be weighted in order to achieve a sample that is representative of some target population. This process of weighting simply consists of assigning a weight (a.k.a. factor) to each respondent and calculating all survey results as a weighted sum of respondents.
For example, we might have surveyed 100 male respondents and 150 female respondents but we're targeting a male/female ratio of 48%/52%. In this simple case, we could achieve the target ratio by weighting the male responses by a factor of 0.48 / (100 / (100 + 150)) = 1.2
and weighting the female responses by 0.52 / (150 / (100 + 150) = 0.867
. The technical term for this method of computing weights is Post-Stratification.
However, in a more complex scenario, where we have many different measurable demographic targets, how can we determine weights for all the survey respondents?
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7 minutes read
Our CEO and Co-Founder, Rodolphe Barrere, explains how Social Sampling is revolutionizing the way consumer research is done in this article for Forbes.
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The hardest, but most rewarding, part of sampling both consumer and market research is finding the most relevant and honest participants who can be targeted in a niche way. In doing so, we can meet the time constraints of modern-day sampling.
6 minutes read