Omnibus vs. Online Panels
When Infinite Insight & Consumer Ideas decided to launch syndicated services with different sample sizes (Omnibus: n=2,000 / Taxi: n=1,000) and different methodologies (CATI wherever feasible), it was with the following rationales in mind:
– Research among members of the public or general consumers can remain affordable: costs are standard for each question inserted reduce research costs per participating client when compared to ad-hoc research. In Kenya, the cost per pre-coded question is $300 for a sample size of 1,000 respondents.
– There are no Trade-offs in terms of coverage or quality! Fully nationally-representative samples, including rural locales, with fresh, randomly selected respondents (CATI: RDD; CAPI: Kish Grid), compare favourably against online panels, which, in our part of the world, still tend to be skewed toward young, urban, and educated consumers.
– Customisations are possible to accommodate special requests by individual clients; e.g. booster samples. Costs for booster samples are calculated based on scale and respondent profiles.
– Fast turn-around: time in field for 1,000 sample in the November Kenya Taxi was just 7 days.