At Greenfield Online, we always have our eye on quality. Our clients depend on high-quality data for their decision-making, and we constantly look at our data and processes to ensure we’re doing all that we can to ensure quality of deliverables. We have an extensive Research On Research (ROR) Program and like to share our results with the industry.
We have commissioned a year-long study in order to monitor and investigate our respondents and reliability of data. The 15-minute study is fielded monthly, with a sample of 1,000 respondents with fixed quotas for age, gender, and region. The survey contains Greenfield Online/Ciao Surveys panel and Real-Time Sampling® respondents, and asks questions about demographics, lifestyle, purchasing behavior and Internet-use. Further, we ask respondents to provide feedback on a test concept.
The Results
Overall, we’ve found that after fielding 3 consecutive months, results consistent (even moreso than expected).
To summarize first three waves of data findings by area of focus;
- Demographics
- While quotas were only set for age, gender and region, it was found that respondent demographics including income, marital status and presence of children were similar in all three studies for both panel and Real-Time Sampling™ respondents.
- Concept Test
- All three waves found the “winning” concepts appeal to be 55%, and the “losing” concept to be around 28%.
- All three waves found that the “winning” concepts uniqueness was 43%, and the “losing” concept to be around 52%.
- Online Behaviors
- All three waves found similar online behaviors, including hours spent online, and length of time on the Internet.
For more information on our areas of study visit our website at www.greenfield-ciaosurveys.com/html/whitepapers.htm
