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Omnibus Surveys: Efficient, Affordable and Effective

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Published: 07Dec2009
Word count: 502
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The current state of the economy has forced a number of American organizations that depend on public opinion to reevaluate their research expenditures. While the need for market research remains, many companies are finding themselves unable to fund comprehensive custom surveys. Fortunately, there is a solution: omnibus studies. A method of collecting data from shared surveys sponsored by multiple clients, omnibus research can yield relevant results in record time for companies seeking an affordable alternative to custom surveys.

Renowned for their effectiveness, custom surveys are created according to the dictates of a specific company, brand or sector and administered over a period of time to a particular demographic. Data must then be collected, processed and applied by the company sponsoring the survey – a process that, when executed properly, can become both time and labor intensive. Omnibus surveys, by contrast, involve much less labor from a research perspective. Participation in an omnibus poll is straightforward: A company pays a set fee to insert the question(s) of its choice into an ongoing survey targeting a client-defined set of households or establishments. The extraction of data reflecting that company’s target demographic from the larger set of results provides strategic consumer insights. While companies can certainly pay more to have multiple questions inserted into an omnibus survey, significant results can be realized from omnibus polls with participation as low as one question.

Another distinct advantage of the omnibus format is its rapid turnaround time. Because the polls are generally short in length and run perpetually across a wide variety of locations and formats, implementation of a participant’s question(s) takes remarkably little time. That omnibus data can generally be collected and analyzed much quicker than data from a custom survey adds to the overall efficiency of the omnibus model. In some cases, results from an omnibus poll can be made available overnight.

Like all market research tools, omnibus polls have their time and place. Organizations facing severe budgetary and time constraints stand to gain the most from the omnibus model – especially when their research requirements involve gauging public opinion on fewer than 20 questions. It goes without saying that companies should always consult with a credible market research firm to determine precisely what type of research would best suit their needs. The best firms tend to be staffed by talent from a range of media backgrounds, particularly those of public relations and creative services. If an omnibus survey is recommended, one must ensure that the survey is of the highest caliber – and that the research firm recommending the survey has a history of delivering superior results in record time. Only consider companies that work with notable brands, and that have experience across multiple industries and verticals of focus – especially yours. Finally, take the time to get a personal sense of the firm you’ll be working with. Make sure that the values of the management team match those of your company, and determine how flexible the organization will be in addressing your specific needs.

Gareth Schweitzer is President of The Omnibus Company. The Omnibus Company, a division of Kelton Research, provides fast and accurate Omnibus surveys, Omnibus studies, and strategic consumer insights to public relations and marketing professionals looking for newsworthy, actionable data.

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