Cheap way to do Market Research – Omnibus Survey

An omnibus survey is a method of quantitative research where data on a wide variety of subjects is collected during the same interview. Usually, multiple research clients will provide proprietary content for the survey (paying to ‘get on the omnibus’), while sharing the common demographic data collected from each respondent. The advantages to the research client include cost savings (because the sampling and screening costs are shared across multiple clients) and timeliness (because omnibus samples are large and interviewing is ongoing). Omnibus Surveys are more suitable for measuring and tracking public opinion, attitudes and behaviour, General brand evaluation, establishing market share and incidence and measuring advertising awareness. Due to its robust sample and wide coverage, clients often get valuable demographic data which is often very useful for market segmentation. Respondent demographic data such as:

•  Urbanisation                          
•  Ownership of consumer durables
•  Literacy levels
•  Dwelling type
•  Occupational category
•  Media usage
•  Personal/household income
•  Ethnic origin
•  Religion

Both large and small to medium businesses can effectively use omnibus surveys to keep track of advertising, promotions and general brand health.