Online sampling gives us more representative samples, and helps ensure that you get more representative, unbiased, cost-effective, and fast results. It also lets us use the most cutting-edge research designs that get you the most relevant and useful data.

How often do you pick up the phone from an “Unknown” caller?

Now think about Gen Z.

That difference in the “propensity” to answer a survey—or the likelihood that you’ll, for example, pick up the phone—is the stuff of nightmares for market researchers. If that difference is systematic, it leads to something called differential nonresponse, and it introduces bias into your data.

For example, differential nonresponse between Republicans and Democrats (Republicans being less likely to answer the phone) led pollsters to overestimate Hillary Clinton’s likelihood of beating Donald Trump in 2016.

The methodology employed in data collection can greatly impact the reliability and applicability of market research findings—with big impacts down the line.

At Pluriel, we’ve made a strategic decision to use online sampling.

The reason we’ve chosen to be an online-first polling and market research company is straightforward: not only does online sampling offer better representativeness and reduced bias, but it also makes us faster and more cost-effective. Moreover, it lets us employ the most cutting-edge research designs to get clients the most relevant and useful data.

A more representative sample

Online sampling broadens our reach across various demographic groups, including those that are hard to engage through other methods like phone surveys, whether those surveys are conducted by a live call centre or by robocalls (also known as IVR, or Interactive Voice Response). The enhanced inclusivity of sampling improves sample representativeness, ensuring that the data we collect is a more accurate reflection of public sentiment or consumer behaviour.

Data from a variety of sources

Our process also allows us to sample survey respondents from a mix of online sources. Many market research companies maintain their own panels, called “double opt-in panels” because they opt-in once to join the panel, and then opt-in again to fill out a survey. But if there are systematic differences in who wants to join such a panel (or even that panel in particular), you can again get bias in your survey results. That’s why we sample from a variety of online sources, not just an in-house, proprietary panel.  

Flexibility and complexity

Delivering your survey online offers us the ability to implement cutting-edge research designs—including techniques like MaxDiff for message testing and Conjoint analysis for structuring policy proposals. It also allows us to include visual cues like images, videos, and audio clips. None of this is feasible in a phone or IVR survey. Delivering your survey online allows us to capture sophisticated, relevant, and useful data for our clients.

Speed and cost-effectiveness

Insights and intelligence matter most when they’re delivered in time for you to make informed decisions. Time is of the essence, and we believe public opinion research should take hours, not weeks. Our online sampling methodologies—coupled with our fast turnaround time—make us, to our knowledge, the fastest public opinion researchers in Canada. These methodologies and workflow also enable us to deliver research programs in the most cost-effective way possible.

Pluriel is an online-first polling and market research company, and we always will be. It’s a decision we made so that we can research programs for our clients that are:

  • The most representative
  • The least biased
  • Based on the most cutting-edge research designs
  • Useful, relevant, and actionable
  • Cost-effective
  • Fast

Want to learn more? Get in touch and we’d be happy to chat.