Cint offers better data quality with diverse market research sample for consumer insights

Cint offers better data quality with diverse market research sample for consumer insights

There is a persistent myth that market research sample is NOT diverse enough. However, it is actually the approach or usage of sample that has perpetuated this belief. For diversity to work, the respondent base must be broad enough to represent the population. When projects are run on a small, narrow sample base, that is when results start to become skewed. In addition, we must be able to find the right people within the sample base. For example, some companies are over-sampling for specific racial minorities in order to gain a more diverse perspective.

“Oversampling” can be as problematic as under-representaiton

https://www.cint.com/blog/diversity-in-consumer-insights

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