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Upgrading Your Online Consumer Surveys

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Opt-in online consumer surveys may cost less, but the results aren’t always dependable and can lead you down the wrong path. 

In this webinar, NORC experts J. Michael Dennis, Angela Fontes and David Dutwin introduce TrueNorth, an innovative statistical approach that combines non-probability samples, such as opt-in online surveys, with more rigorous probability samples to produce more accurate findings. 

Using two case studies, they’ll demonstrate how TrueNorth introduces scientific rigor and reduces bias while also controlling research costs. The case studies cover: 

  • A survey of personal financial behavior and consumers’ use of financial services such as investing, banking, and loan taking.
  • A survey of consumers’ purchasing behavior regarding autos, food and beverage categories, carbonated beverage brands, personal care products, energy bars, sports drinks, and health supplements.  

The case studies demonstrate that opt-in online surveys can provide very different results from what researchers would get with a high-quality probability sample. The case studies show that using TrueNorth helps reduce the bias from opt-in online surveys at the topline level and for key demographics. 

With TrueNorth, market researchers can be assured that they have the right market profile to guide key decisions about ad buys, marketing designs and branding. 

Please join us for a stimulating discussion of the state of the art for upgrading opt-in online consumer surveys with NORC’s innovative statistical tool.

Presenters

  • David Dutwin, Ph.D.

    Senior Vice President of Strategic Initiatives, NORC
  • J. Michael Dennis, Ph.D.

    Senior Vice President, NORC
  • Angela Fontes, Ph.D.

    Program Area Director, NORC

About Us

The Insights Association protects and creates demand for the evolving Insights and Analytics industry by promoting the indisputable role of insights in driving business impact. All revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable our members to thrive.

The 2019 IA Code of Standards and Ethics for Marketing Research and Data Analytics may be found here.

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Our members are the world's leading producers of intelligence, analytics and insights defining the needs, attitudes and behaviors of consumers, organizations and their employees, students and citizens. With that essential understanding, leaders can make intelligent decisions and deploy strategies and tactics to build trust, inspire innovation, realize the full potential of individuals and teams, and successfully create and promote products, services and ideas. 

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