Defining the target of your study is a crucial step that shapes the quality and relevance of the insights you’ll gather. When deciding on a sampling approach, researchers typically face two main options: National Representation (NatRep) or Specific Targeting.
Both approaches have their own strengths and limitations, and the best choice depends on your study objectives, available resources and the insights you’re aiming to achieve. Let’s take a closer look at each method to help you decide which one aligns with your research goals.
National Representation (NatRep): Capturing the Big PictureA nationally representative sample ensures your study reflects the population of the entire country, making it ideal for large-scale projects like consumer behaviour studies or political polling. By including quotas for variables such as gender, age, location and socio-economic status, this approach enables you to generalise findings across a broader audience.
How It Works : In a standard NatRep survey, quotas are applied to the final sample to match population distributions. However, if your goal is to profile a specific subgroup, quotas may instead be applied to the initial sample with filters used to retain respondents who match your desired target. This method provides detailed socio-demographic data for specific groups within the larger population.
Boosting for Deeper Insights : Sometimes, a NatRep survey alone won’t provide enough respondents from a particular subgroup for in-depth analysis. In these cases, a "Boost" survey is conducted. Using the same questionnaire as the main survey, the Boost applies filters to focus on a specific group, ensuring a robust dataset for targeted analysis.
Example : A study on hazelnut spread consumption might start with a NatRep survey to explore overall consumer profiles, preferences and barriers to usage. A subsequent Boost survey could then zoom in on consumers of a specific brand, offering actionable insights to tailor marketing strategies.
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Specific Targeting: Tailored PrecisionSpecific targeting focuses on a defined sample, selected based on criteria such as demographics or behaviours. This approach works particularly well for studies where detailed, expert-level insights are required from a core audience.
Key Advantages the efficiency of specific targeting lies in its precision. By concentrating only on individuals most likely to provide relevant feedback, this method saves time and resources. It also allows for a more in-depth analysis of behaviours, habits and expectations within the chosen group.
Example : Imagine you’re studying baby bottle purchasing habits. By targeting parents of young children, you’ll gain nuanced insights into their specific needs and preferences, delivering highly relevant data for your study.
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Choosing the Right ApproachSo, how do you decide between national representation and specific targeting? It all comes down to your study’s purpose:
- National Representation is ideal for understanding general trends, making large-scale predictions and profiling a broad audience.
- Specific Targeting allows delivery of detailed insights regarding precise behaviours or niche groups.
In both cases, minimising bias is critical. With NatRep, the challenge lies in accurately representing all segments of the population. For specific targeting, it’s essential to manage potential homogeneity in profiles and responses to ensure robust and reliable findings.By choosing the right approach, you can ensure your research delivers meaningful, actionable insights—whether you’re zooming out to capture the big picture or diving deep into a specific group’s behaviours.
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