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When to choose Omnibus survey instead of custom survey?

Your choice depends on your research objectives. Let's talk and find the perfect survey solution for your needs!

Omnibus Surveys: Debunk Your Misconceptions

In the world of market research, one size does not fit all. The decision between traditional surveys and omnibus surveys is a critical one, particularly when considering the ever-present challenges of budget constraints and the need for dependable data. Each approach offers unique advantages and is better suited for particular circumstances. To make an informed choice, it's essential to understand when to opt for an Omnibus survey over a traditional one.

In essence, the choice boils down to the complexity of your research, the number of questions, and your target audience.

Benefits Of Omnibus Surveys Approach

Omnibus surveys offer a range of advantages that make them a compelling choice for certain research scenarios. Here are some key points on when to choose an omnibus survey over a custom survey:
  • Flexibility and Cost-effectiveness: Use omnibus studies for general population research when you need a large sample size quickly and cost-effectively. Omnibus research delivers the flexibility and agility required to respond promptly to time-sensitive trends. The shared-cost model of omnibus surveys makes them particularly budget-friendly.
  • Smaller number of questions: If you only need a few survey items or survey questions answered, an omnibus can be more affordable than funding a standalone custom survey.
  • Quick turnaround: An omnibus survey eliminated the need to start form scratch, as infrastructure for data collection is already in place. Their standardized format and administration benefits comparative studies that ask some same questions across different audiences.
  • General Insights: Omnibus surveys are ideal for quickly measurement of brand awareness, testing marketing messaging, or understanding overall consumer sentiment, etc.
Unlock Insights Together: Harness the Power of Omnibus Surveys.

When to Opt for an Omnibus Survey versus a Custom Survey?

When specialty data around defined topics or audiences is needed to address specific business questions, custom surveys provide higher strategic value. Their proprietary nature enables unique market modeling and ongoing tracking.

For ad hoc modeling, brand benchmarking and broad consumer opinions, omnibus cost-effectively provides a wide lens — even if lacking granularity. Comparing omnibus waves over time can reveal macro-level trends.

In many cases, incorporating both tailored and general research approaches makes sense for well-rounded insights. The "better" option depends wholly on survey goals and key performance indicators. Defining these needs first allows selecting the right research tool.

Explore the differences between omnibus surveys and custom surveys in purpose, audience, costs, and data ownership to make informed research decisions.

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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We are living in the digital world with new opportunities for the market research. Join the mobile journey. TGM Research specializes in mobile market research and online panels.

© TGM Research FZE

TGM Research FZE


A68 Circular Road #02-01, 049422, Singapore


A2-102B Building no. A2, Al Hamra Industrial Zone-FZ, Ras al-Khaimah 1005, United Arab Emirates


3rd floor, 100 Nguyen Thi Minh Khai Street, District 3, Ho Chi Minh City, Vietnam


ul. Długa 29/226, 00-238 Warszawa, Poland


Contact Us

  • This email address is being protected from spambots. You need JavaScript enabled to view it.
  • UAE +971 5 4421 4421
  • Vietnam +84 90 296 28 38
  • Poland +48 790 023 959

  • Singapore +971 5 4421 4421

TGM Research on Linkedin