Sample & data collection

What are samples made of?

The standard in our testing are samples which are representative of the country's online population. Respondents are randomly generated into the sample to altogether precisely represent the online population’s characteristics and their distribution (quotas): by age, gender, geography and socio-economic status. Simply put, you can generalise the results as a reflection of what the online population thinks.

And what does the “online population” mean? It includes all people who used internet at least once in the last months. That’s practically most of the overall population in most countries we cover. 

Where do we get respondents?

We use online panels run by our partners in your country. They specialize in consumer research, surveys and data collection across millions of respondents worldwide. In the USA we cooperate with Cint (almost 30 million respondents in their US panel). Over the years, we have built a panel of our own for surveys in Czechia.

Respondents are recruited through diverse channels and methods from all parts of the country, social strata and groups. When they register to a panel, their identity is validated in multiple ways (phone call, email, bank account existence). For sharing their opinions and taking their time, they get rewarded for each questionnaire.

How do we collect the data?

We use our industry-standard CAWI procedure (Computer Assisted Web Interviewing): collecting data through online questionnaires sent to respondents in online panel’s. They open a questionnaire in a browser or our app on any device (PC, mobile, tablet…) and go through the set of questions.

People enjoy our research thanks to frequent use of icons, pictures and logotypes. More importantly, we rely on multiple techniques based on behavioral science to touch the subconsciousness and avoid cognitive biases. Our method put into one sentence is: Task, don’t ask. We also randomize questions and answers, just like other industry-standard surveys do.

Want to see what a questionnaire looks like for the respondents? Click here and go through it yourself.