Multi-sourcing: benefits and challenges

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Using multiple sample providers to recruit respondents into a single survey, is becoming a necessity for large research agencies and panel companies alike, but challenges are attached to the practice

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  • Good morning everyone, my name is ODG and today I want to open a discussion about a growing practice in this industry called “multi-sourcing”
  • Multi-sourcing: benefits and challenges

    1. 1. Multi-sourcing Benefits and challenges
    2. 2. <ul><li>Why multi-sourcing </li></ul><ul><li>Challenges </li></ul><ul><li>Conditions of success </li></ul>
    3. 3. (1) Why?
    4. 4. Outsourcing or in house?
    5. 5. Quality Delivery Price
    6. 6. How big?
    7. 7. weeks Completes (%)
    8. 8. Outsourcing where?
    9. 9. One partner or more?
    10. 10. Strategic considerations
    11. 12. Operational concerns
    12. 14. Competitive concerns
    13. 16. Reach consumers wherever they are
    14. 17. Where are survey-takers?
    15. 18. 2000
    16. 19. online research growth 2000 to 2006 x10
    17. 20. Where are survey-takers in 2006?
    18. 22. More survey-takers than ever
    19. 23. Multi-sourcing is a reality…
    20. 24. … whether end-clients are conscious of it or not
    21. 25. (2) Challenges
    22. 26. Differences between sample sources?
    23. 27. <ul><li>Size </li></ul><ul><li>Demographics </li></ul><ul><li>Integrity </li></ul><ul><li>Sample bias </li></ul>
    24. 28. <ul><li>n=250 </li></ul><ul><li>aged 18-64 </li></ul><ul><li>quotas: age nested by gender and ethnicity, and education </li></ul><ul><li>based on US census </li></ul><ul><li>15 minute survey </li></ul>
    25. 29. 9 sample partners Size J I H G F E D C B Reward program Survey program Small to medium Medium to large
    26. 30. <ul><li>demographics </li></ul><ul><li>media consumption </li></ul><ul><li>lifestyle and hobbies </li></ul><ul><li>entertainment and media consumption </li></ul><ul><li>technology adoption </li></ul><ul><li>Internet usage </li></ul><ul><li>survey attitudes </li></ul><ul><li>social and political values (12 Americans) </li></ul>
    27. 31. Integrity
    28. 32. Inattentive and fraudulent
    29. 33. Hyperactive
    30. 34. Sample bias
    31. 35. TV viewing habits
    32. 36. Type of Internet access
    33. 37. American winners
    34. 40. Multi-sourcing requires controls
    35. 41. Sample sources are different
    36. 42. This is good
    37. 43. (3) Blended approach
    38. 47. B D C F E H G J I
    39. 48. Dynamic routing B D C F E H G J I
    40. 49. Stability
    41. 51. Representativeness
    42. 53. De-duplication
    43. 54. 2 potential partners B C D
    44. 55. No B C D
    45. 56. Maybe B C D
    46. 57. Technical solutions <ul><li>Web cookies </li></ul><ul><li>IP addresses </li></ul><ul><li>Other markers </li></ul><ul><li>Profile </li></ul>
    47. 58. Conclusion <ul><li>Multi-sourcing is a necessity </li></ul><ul><li>Risky if not done properly </li></ul><ul><li>A blended approach can provide the proper controls </li></ul>
    48. 59. From competition to collaboration
    49. 60. Questions Olivier de Gaudemar [email_address]

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