Can suppliers maintain attractive prices in today's exchange environment? .

1. Holding the CPI Line
Samplecon – September 9th, 2013
Don Golden
President, Precision Sample
don@precisionsample.com

2. Background
• Fulcrum licensees create downward pricing
pressure by pre-screening and inflating client-
side incidence rates
• How may Clients and Suppliers find common
pricing ground when client-side IRs aren’t the
true IR?
* This discussion focuses on management of sample clients outside of
Fulcrum.

3. Example
• Client requests sample of:
– 100 Righties who brush their teeth with the left hand
– 100 Lefties who brush their teeth with their right hand
– We all have this profiled, right?

4. • Precision looks at this project with the following view:
– IR is probably well below 1% but we’ll round up because we love our
clients 
– If we’re unable to prescreen or find a creative way to target the
audience (people with broken arms?) – probable pass
– If we are able to prescreen, we can likely deliver – estimated client
side IR 80-90%
• What is the correct CPI to charge? 1% or 80%?
– Because the audience is non-targetable; we still have to collect data
from the same amount of panelists to complete the project. We
believe a fair price is somewhere between 1 & 10%
Now, how do we get the client on board with that?????

5. • We price based on IR among best available pre-targeted
sample
– Targeting drawn from:
• Profiles
• Previous Studies
• Fulcrum Prescreening/Qualifications
• If targeted sample is insufficient to fill desired completes, non-
targeted sample may be prescreened and delivered at the
targeted CPI
Ground Rules

6. Communication is the Answer
• Communication of process and transparency is paramount at
all phases of the relationship
• Sales / Pre-Project
– Sales team introduces Prescreening and Internal Routing
– Support data quality concerns with numerous white papers available
at Federated’s Zendesk instance
– We like:
• Brigham & Fuller, “ Survey Router Management: An Experimental Examination of
Impact on Survey Results “
• Veling, Comer, Backlund, “ How routing and screen-outs affect panelist attrition and
data quality”

7. • Reinforce that Prescreening is for everyone’s benefit
– Prescreening increases panelist success rates
– Allows us to say “Yes” to projects we previously refused
– Increased panel retention and tenure lead to increased
supply and stable sample pricing
– Satisfied panelists are more attentive providing increased
data quality
– Pricing flexibility
• What other benefits do you use (or had presented to
you) as talking points?
Reinforce Benefits

8. • Pre-Launch (Sales and Project Management Teams)
– Project Managers request screener from client
– Apply 80/20 rule to select pre-screening questions
• (1 is ideal, 2-3 maximum)
– Present and request client approval
– Implement in Qualifications exactly as written in survey
– Provide expected client-side incidence post-screening
Launch Process

9. • The Term Details Report (formerly Incidence Report) is your
friend – set it up for success
• Include only non-targetable criteria in incidence calculation
with a single click
Back It Up

10. • At close of the survey, share:
– Term Details (formerly Incidence Report)
– Respondent Answer Report (for data hungry
clients)
Share the Knowledge

11. • Questions?
• What methods does your company employ to
hold the line successfully?
Thank you for your time!
don@precisionsample.com
720-360-4220 – office
323-309-4954 - cell