TGM OMNIBUS RESEARCH
Omnibus Surveys:
Everything You Need to Know
Omnibus Surveys: Everything You Need to Know
What Are Omnibus Surveys?
Omnibus surveys have become an essential tool for market research professionals seeking high-quality data in a fast, flexible, and cost-effective manner. Offering significant advantages over traditional ad hoc methods, omnibus surveys provide a simple yet powerful approach for all quantitative marketing research initiatives.
Misconceptions about Omnibus Research
Key Advantages of Running Omnibus Research
- Cost Savings: By aggregating data collection across clients, omnibus surveys significantly reduce sampling, screening, programming, hosting, and analytical costs per survey. The economies of scale create notable savings.
- Accelerated Field Times: With survey fielding centralized via clearly defined schedules (typically weekly or monthly), omnibus surveys are much faster than running separate custom surveys per client. Results can be turned around on very short timeframes.
- Large, Stratified Sample Size: Omnibus surveys provide access to respondent panels that facilitate targeting large, pre-profiled samples reflective of key demographic segments and target audiences. This promotes data quality.
- Question Variety: Clients can submit 5-10 questions each on an omnibus survey, enabling inquiry into a breadth of topics in one swift research initiative.
The Omnibus Survey Process
- Survey Consultation: Clients consult the research agency project team regarding survey design, sampling needs, analytics, and reporting options.
- Question/Questionnaire Submission: Clients submit finalized survey questions to a market research agency according to an established deadline for programming/scripting and testing ahead of fielding.
- Data Collection: The omnibus survey deploys questions to the full panel sample over a specified period using given data collection methodologies.
- Data Processing: Survey data undergoes cleaning, coding, weighting, tabulation, and quality checks to ensure accuracy and reliability.
- Delivery of Results: Clients receive a report containing banner tables, cross-tabulations, verbatim responses, and other insights tailored to their research objectives.
The Far-Reaching Applications of Omnibus
- Product Development Research: Test marketing around new product features, positioning, naming, packaging, awareness, and demand projection.
- Brand Health Tracking: Measure key brand KPIs like favorability, awareness, usage, purchase intent, and equity over time via longitudinal tracking studies.
- Campaign Testing: Gauge the effectiveness of planned or recent advertising campaigns through unaided/aided recall, message resonance, or other campaign-focused measurements. promotes data quality.
- Segmentation Analysis: Leverage demographic data and multi-client inputs to isolate trends amongst consumer subgroups defined by behaviors, psychographics, purchase history, media habits, channel preferences, etc.
- Market Sizing/Forecasting: Combine omnibus survey data with broader market data sets and advanced analytics to model market opportunities, forecast sales pipelines, size addressable markets, and inform go-to-market strategies.
The Future Is Now for Omnibus
As businesses gear up for the grand finale of the year, we understand the challenges you might be facing. That's where TGM Omnibus surveys step in to save the day! Join TGM Omnibus now and empower your business with the foresight it craves, all while keeping your budget intact.
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