| The current state of the economy has forced many | | | | insights that are relevant and, ideally, buzzworthy. |
| American companies to reevaluate spending across all | | | | While companies can certainly pay more to have |
| platforms. Cutbacks in media outreach - including | | | | multiple questions inserted into an omnibus survey, |
| advertising, public relations and marketing - have been | | | | significant results can be realized from omnibus polls |
| especially significant. At the same time, companies | | | | with participation as low as one question - making for |
| have an obligation to conduct ongoing market research | | | | a potentially staggering return on investment. Moreover, |
| in order to gauge brand performance and remain top | | | | the relatively minor costs associated with omnibus polls |
| of mind in the media. Without this vital information, even | | | | render participation feasible even for companies with |
| the most successful brands run the risk of losing | | | | no research budget to speak of. |
| relevance or, even worse, market share. | | | | Another distinct advantage of the omnibus format is |
| Surveys provide an ideal means of achieving this goal. | | | | relative to time. Because the polls are generally short in |
| Renowned for their effectiveness, custom surveys | | | | length and run perpetually across a wide variety of |
| are created according to the dictates of a specific | | | | locations and formats, implementation of a participant's |
| company, brand or sector and administered over a | | | | question(s) takes remarkably little time. The same goes |
| period of time to a particular demographic. Data must | | | | for results, which in some cases are made available |
| then be collected, processed and applied by the | | | | overnight. That omnibus surveys are not nearly as time |
| company sponsoring the survey - a process that, | | | | intensive as custom surveys is yet another reason |
| when executed properly, can become both time and | | | | why they may be a preferable research alternative. |
| labor intensive. With a growing number of public | | | | Omnibus polls aren't for everyone. Companies should |
| relations firms - as well as their clients - having to cut | | | | always consult with a credible market research firm to |
| costs, less expensive market research options are | | | | determine precisely what type of research would best |
| gaining in popularity. | | | | suit their needs. If an omnibus survey is recommended, |
| That's why more and more American companies are | | | | one must ensure that the survey is of the highest |
| "getting on the omnibus." Omnibus studies provide an | | | | caliber - and that the research firm recommending the |
| affordable alternative to dedicated surveys for smaller | | | | survey has a history of delivering superior results for |
| firms (and/or firms with smaller research budgets). | | | | their clients. Superior results aren't limited to the data |
| Participation in an omnibus poll is straightforward: A | | | | itself. A quality firm will deliver the data along with an |
| company pays a set fee to insert the question of its | | | | in-depth explanation of how it applies to the client's |
| choice into an ongoing survey targeting a broad | | | | company, brand or sector. It is important to remember |
| demographic spectrum. The extraction of data | | | | that data, no matter how exceptional, is rarely usable |
| reflecting that company's target demographic from the | | | | without the proper analytical context. |
| larger set of results provides strategic consumer | | | | |