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iVOX Ukraine 2016: Online Panel Profile and Sampling Approach


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Панель респондентов iVOX Ukraine - одна из крупнейших в Украине и насчитывает более 80000 добровольных участников маркетинговых онлайн опросов. Ежегодно из онлайн источников разной тематики мы привлекаем порядка 10000 новых респондентов.

Перед тем, как присоединиться к iVOX Сообществу, каждый респондент заполняет регистрационную анкету, которая включает социально-демографические характеристики, особенности образа жизни и другие данные, на основании которых iVOX отбирает респондентов для каждого исследования. Это обеспечивает достоверность полученных интервью, ведь за кликами стоит живой человек, данные которого всегда можно проверить. Уникальная система мотивации к участию в опросах позволяет исключить «профессиональных» респондентов и сэкономить бюджет Заказчика.

iVOX панель соответствует стандартам ESOMAR, согласно которым респондент может принимать участие максимум в 4 исследованиях в месяц.

Аутентичная, профилированная база потенциальных респондентов iVOX Ukraine позволяет формировать репрезентативную выборку даже для труднодоступных целевых групп.

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iVOX Ukraine 2016: Online Panel Profile and Sampling Approach

  1. 1. iVOX Ukraine updated: January 2016 iVOX Ukraine: Online Panel Profile and Sampling Approach
  2. 2. RFQ us: Ukraine: the East European emerging market  Population size: 42.78 M people (#30 in the world)  Territory square size: 603.6 K (#44)  GDP per annum (2014): 131 MM USD  Local currency: Ukrainian Hrivna (UAH). 1 USD = 24.9 UAH (by Jan.2016)  Internet penetration level - estimate end of 2014: 70% (general population 15+ y.o.) UA 2
  3. 3. RFQ us: Penetration of internet usage in Ukraine is 70.6%* of total adult pop., by the end of 2015 * by inMind, one of the “official” internet penetration measurer. 3
  4. 4.  There are still certain barriers for:  Political studies  Certain part of (complicate) pharmaceuticals  The low-end (the cheapest) tiers of consumer goods  Public services Consumers of majority of the markets/ categories are covered with regular internet usage  Perfectly studied via internet in Ukraine:  FMCG categories, especially mid-tier and premium  E-commerce!  All consumer services  Home appl. and electronics!  OTC pharma
  5. 5. RFQ us: iVOX online consumer panel, one of the quality leaders in Ukraine  The pioneer of the Ukrainian market, since 2008.  Panel members have been recruited gradually during 7 years, for market research purpose only.  No artificial acquisition (purchase of database or similar); all panelists were engaged consciously.  Double opt-in registration. Only voluntary and conscious participation.  Fine profiled panel => good quality of targeting respondents.  Well balanced by sources of recruitment: 40+ online sources + 7% offline recruitment.  Very moderate deterioration of the panel. We conduct on average about 3.2 effective interviews per year / one panelist. 5
  6. 6. RFQ us: Panel size: 81.2 K panelists January 2016 11,7 22,1 37,5 47,4 54,5 62,8 70,1 80,2 2008 2009 2010 2011 2012 2013 2014 2015 Net Panel Size, K people 6
  7. 7. RFQ us: Variables available for pre-targeting Registration data (all 100% of the panel available) Additional profiling (about 50% of the panel profiled) •Gender •Age •Geographies (region, city) •Urbanization (city size) •Education •Type of occupation •Industry •Business function (Profession) •Company size •Personal income •Family income •Family status •Number, gender and age of children •Responsibility for the main purchase types •Type of internet connection •Internet consumption intensity •Current disposable income •Frequency of consumption of the most popular beverages and alcohols •Car possession and usage •Personal e-gadgets possession and usage •Internet access service provider name •Mobile communication provider •Mobile gadget operational system (OS) 7
  8. 8. RFQ us: The panel profile: demographics 21% 7% 4% 3% 16% 38% 6% 5% Respondents by Family Status Staying with my parents (or other relatives) Solitary, no children Solitary, with child(ren) Livingwith friends (community house) Married/cohabitating, no children Married/cohabitating, with child(ren) in the house Married/cohabitating, all children have left the house 40% 43% 14% 3% Respondents by Age 16-29 30-44 45-59 60 + 8
  9. 9. RFQ us: The panel profile: geography 26% 10% 15%9% 13% 27% Respondents by UA Region Kyiv North West Center South East 54% 24% 9% 13% Respondents by Size of Residence Residence with more than 500 thousand inhabitants Residence with 101-500 thousandinhabitants Residence with 50-100 thousandinhabitants Residence with less than 50 thousandinhabitants 9
  10. 10. RFQ us: The panel profile: occupations 3% 4% 3% 4% 9% 3% 7% 3% 3% 2% 4% 4%6% 1% 11% 3% 18% 12% ByFunction (Speciality) Administration / secretary / front desk Generalmanagement/direction Communication Engineering Finance Human resources IT Legal Art Logistics Marketing Medical or paramedical Education & training Research Production Technical Sales Other 42% 5% 6% 10% 8% 8% 1% 1% 9% 3% 1% 6% By Occupation Type Employedas a full time employee Householder Iam not working, unemployed Periodically work on contracts of employment,part-time employee Private entrepreneur,businessman(including farmers) Self-employedworker(small private entrepreneur) The soldier in army, rank and sergeantstaff in the police Studyat the day form at technical school, college Studyat university Pensioner Disabled Other,please indicate 10
  11. 11. RFQ us: The unique approach to motivation of respondents by iVOX  Healthy mix of motivations of the respondents (to participate in surveys): ˖ curiosity + ˖ loyalty to the panel “community” + ˖ desire to feel influential + ˖ interesting feedback to respondent (where methodologically possible) + ˖ entertainment + ˖ material remuneration (prize raffle) +…  Material (incentive) part is not dominating!  Incentives: the prize raffle only; never guaranteed payment => to avoid “professional respondents”.  Positive influence on the overall Client’s cost (especially for big samples).  This pattern of remuneration attracts middle class (rather than lower classes) = “marketing population” 11
  12. 12. RFQ us: Key reasons for choosing iVOX Ukraine online panel  Professional market research provider of access panel.  Big enough and high quality (authentic, well motivated) consumer panel.  Active response by respondents: 20%-40%+ , depending on particular target group and season of the year – within regular fieldwork timing (4-5 working days).  Attractive price terms for low-incidence Target Groups.  High quality of panel participants; very small share of “professional respondents”.  Local panel recruitment, control and project management staff in Ukraine.  European management principles and standards; regular participation in pan- European market research project held by leading agencies.  Leadership in cost efficiency = in line with current conditions of local UA market.  Outstanding sense of urgency and customer service. 12
  13. 13. RFQ us: FMCG Hi-Tech / Finance Market Research Media & Advertising Some references to our actual clients in Ukraine 13
  14. 14. RFQ us: iVOX (group of companies) – independent European market research bureau  Established in Belgium in 2004 as start up project by professors and students of Leuven University.  Has developed into big international business (subsidiaries, joint ventures in more than 20 markets).  Private company. The founders conduct and control business of the company in all geographies and projects.  Active participant of ESOMAR association.  Partnership with IBOPE Inteligencia – the leading LatAm research agency: coverage of Latin America and USA markets.  iVOX is a founder and shareholder of Proximity Panels, the international network of leading local online access panels in 70+ countries. 14
  15. 15. RFQ us: iVOX quality “pillars” 1. Big and well managed proprietary panel of consumers 2. “Expert in surveys”: experience and excellence in organization of interviews 3. Unique and state-of-art approach to recruitment and motivation of respondents 4. Innovative capabilities of CAWI questionnaires and other software applied 5. High speed and technological level of our projects 6. Respect and care of our respondents: we build long term relationship and they respond with fare participation and loyalty. 15
  16. 16. 16 Contact details of iVOX Ukraine iVOX Ukraine LLC +38 044 587 60 78 +38 098 883 5909 +38 050 822 0529