Holding the CPI Line

Samplecon – September 9th, 2013

Don Golden

President, Precision Sample

don@precisionsample.com

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.

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?

• 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?????

• 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

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”

• 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

• 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

• 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

• At close of the survey, share:

– Term Details (formerly Incidence Report)

– Respondent Answer Report (for data hungry clients)

Share the Knowledge

• 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