Online research: A critical component in every research project

In recent years Internet usage in Australia has experienced exponential growth.  The majority of Australian main grocery buyers have access to the Internet and, more than ever before, the online population is now reflective of the general population amongst 16 to 54 year olds.  In addition, Internet usage in Australia is becoming more prevalent amongst traditionally low-penetration demographic groups such as lower income earners and older age groups.

Growth in Internet usage has also been reflected in market research spend, with around 20 percent of all research dollars globally now attributed to online research – double what it was 12 months ago#. The vast majority of companies recognise the key role that the Internet plays in the Australian research landscape and recognise that in order to gain a complete picture of the marketplace, online research must be incorporated in the methodological mix.

As an industry leader which prides itself on being at the forefront of the market research sector, ACNielsen leads the way in online research in Australia and around the world.  ACNielsen has been conducting research over the Internet for more than six years and today uses online data collection in all of its proprietary research services.  Its team of online research experts are constantly striving to stay abreast of developments in online research technologies and capabilities to ensure that ACNielsen’s clients have access to the latest in leading-edge online research technology.

Has your online panel provider proven itself?

Having long-recognised the need to provide its clients with a high-quality Internet panel in the Australian market, ACNielsen has been conducting research over the Internet for more than six years and established Your Voice in 2002.
 

ACNielsen’s Your Voice panel members are recruited from a range of offline methodologies, including telephone, face-to-face and referrals, ensuring a broad representation of the general population.  With over 100,000 members from a wide range of backgrounds and demographics, Your Voice is an online community designed to provide its members with a forum to voice their opinions on current affairs, products and services.

Best practice panel recruitment and management

Only a small percentage of adventurous, tech-savvy Internet users respond to online recruitment, resulting in many online panels representing only a small group of consumers. In comparison, 80 percent of ACNielsen’s Your Voice panel has been recruited offline, eliminating any behavioural bias.

Your Voice panel members are rewarded for their participation in surveys through e-points (redeemable for products from ACNielsen’s extensive rewards catalogue) and entry in major quarterly prize draws.

ACNielsen also ensures its online panel complies with ESOMAR quality control standards* and the panel is only ever used for market research – panelists are never contacted for direct marketing purposes.

Specialist sub-panels to suit clients’ unique and varied research needs

With hundreds of clients representing a broad range of industry groups, ACNielsen recognises that not all companies’ panel needs are the same.  In order to meet its clients’ unique and varied online research needs, the collection of demographic information from panel members upon subscription to Your Voice enables ACNielsen to develop sub panels consisting of respondents who meet clients’ specific criteria.

Sub panels may include, among others:

• Main grocery buyers (MGBs)
• Teenagers
• High income earners
• Early adopters
• Business to business (by occupation and income)
• Young mothers
• Health (by ailment)

Demographic information collected from panel members includes:

• Age
• Sex
• Income
• Postcode
• Education
• Household composition
• Employment status
• Occupation/industry
• Internet usage and experience

Are you asking your panel provider the right questions?

To ensure you get the best from your online research, be sure you’re asking the right questions.

How long have you been running panels?

ACNielsen has been developing and growing its online and offline panels for the past 20 years. With established panels in most major markets across the globe, ACNielsen is the leader in panel management.

What are panelists asked to opt-in to?

Your Voice panelists are only ever contacted by ACNielsen for market research. Under no circumstances are panelists contacted for direct marketing purposes.

Who has access to the panelists?

ACNielsen controls all access to its panel members. Panelists’ information is never sold to third parties.

How are panelists incentivised?

By using a mix of incentives ACNielsen ensures high ongoing participation rates resulting in high quality data. Your Voice incentives include entry in major prize draws combined with an extensive rewards program.

What data quality guarantees are in place?

ACNielsen’s online research, including its panel management, is run and maintained in-house allowing ACNielsen to maintain complete control over the entire data collection process.

To find out more about Online research contact your ACNielsen representative

# ESOMAR 2005 Annual Report Highlights

* Your Voice complies with the ICC/ESOMAR International Code of Marketing and Social Research Practice applied to Internet research