Market Research Omnibus

An omnibus study is where an organisation purchases a single or a few questions on a 'hybrid' interview (either face-to-face or by telephone). The organisation will be one of many that simply want to a straightforward answer to a simple question. An omnibus survey could include questions from companies in diverse sectors. The research is far cheaper, and commit less time and effort than conducting your own research.

Sometimes the questions the marketer is wrestling with are too limited to start a separate market research for. But that does not mean that an answer to those questions cannot be of importance in taking the right decision. In such a case Survey Analytics's omnibus research can offer a solution. Survey Analytics's Omnibus research is a multi-client research. That means that questions are brought in by different clients who are independent of each other. So the questions can cover a wide area of subjects. The only condition is that the target group of the different clients is sufficiently represented within the spot check of the omnibus research. Usually a number of standard questions to work out the demographic and socio-economic backgrounds of the respondents form the basis of an omnibus research. Those data serve to be able afterwards to segment according to the target groups of the different clients. Together with the report, every client will receive background variables linked to the results of the specific questions they brought in. Because of the fact that, generally speaking, in omnibus research a large number of respondents (necessary to have enough room for less general target groups) are interviewed, this kind of research is appropriate for low-penetration features or products. The omnibus database serves as a base for future research among more specific target groups. Of course that can only happen if the features are implemented beforehand in the phrasing of the questions and sufficient time has passed to find the required number of respondents.

Survey Analytics's Omnibus surveys provide those seeking information about markets and opinions with a means to get quick, relatively low cost answers to their questions without financing and organising a full market or opinion research survey themselves.