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Methodology of gemiusAudience

Evolution of gemiusAudience

Over the course of the past 6 years, Gemius has conducted every type of online research possible – from log file analysis to classic (CATI-recruited) household panel monitoring. On the basis of these experiences, Gemius has developed, tested and implemented the gemiusAudience methodology across Eastern Europe with great success.

Nobody has developed a practically workable „pure” audience measurement method for online audience measurement. Each of the separate online research techniques that have been developed have various significant limitations. These limitations – based on the experiences of Gemius S.A. in Eastern Europe and confirmed in numerous methodological papers available from ESOMAR and the ARF – are known throughout the market.

Resolving the limitations of „pure” methodological approaches requires an integration between multiple research methods. As of October 2005, only a handful of companies around the world had successfully accomplished this goal. Gemius has been conducting integrated online audience measurement since 2002 using the gemiusAudience Approach.

The gemiusAudience approach follows one of two paths: pop-up panel or software panel.

As it is shown above - the two methodologies independently report data consistent with each other – leading Gemius’ clients to believe that they are effectively interchangeable. Several markets where gemiusAudience started with a pop-up panel have since progressed to the Software Panel, with a smooth transition process.

For more information on the gemiusAudience methodology contact Gemius.

Methodology of gemiusAudience: Pop-up Panel Approach

The gemiusAudience: Pop-up Panel approach integrates several research components to generate media planning data:

  • gemiusTraffic – the site-centric measurement system (collects usage & traffic data).
  • Pop up Surveys – pop-up surveys displayed to a random sample of Internet users visiting participating web sites (collects socio-demographic and/or product/lifestyle data).
  • Offline Structural Research – independent research, conducted on a regular basis using offline methods (describes the demographics of the Internet user population).

The site-centric data used by the gemiusTraffic system collects traffic/usage data for all Internet users who visit participating web sites. Within this data, Gemius also collects traffic/usage data for those Internet users who visited participating web sites and filled out pop-up surveys.

These pop-up surveys are emitted randomly to a sample of Internet users visiting participating web sites. The platform controls for frequency of emission, non-repeat emission and emission distribution across time and audience. In order to estimate reach, Gemius eliminates the bias introduced by cookie deletion and ensures that traffic estimates in gemiusAudience are accurate and consistent with site-centric tools.

The final result is media planning data based on a sample of 20 – 50 thousand respondents, describing all participating web sites in great detail. Data is published once per month and can report periods of one month or one week.

The key difference between the pop-up panel approach and the software approach lies in the web sites reported: the pop-up panel can only report participating web sites. The software panel can report all web sites (whether they choose to participate or not).

Furthermore, because the pop-up panel does not require long-term compliance with the research, it does not require costly incentives or panel management (thus making it possible for Gemius to offer the pop-up panel approach at a lower cost than the software panel approach).

If you would like additional information on gemiusAudience, feel free to contact Gemius.

Methodology of gemiusAudience : Software Panel Approach

The gemiusAudience: Software Panel approach integrates several research components to generate media planning data:

  • gemiusTraffic [link: gemiusTraffic Global Product Page] the site-centric measurement system (collects usage & traffic data).
  • Pop up Surveys – pop-up surveys displayed to a random sample of Internet users visiting participating web sites (collects socio-demographic and/or product/lifestyle data and recruits the panel).
  • Offline Structural Research – independent research, conducted on a regular basis using offline methods (describes the demographics of the Internet user population).
  • Panel-based Measurement – passive monitoring of Internet usage through software installed on panelists computers (at home & at work).

The site-centric data used by the gemiusTraffic system collects traffic/usage data for all Internet users who visit participating web sites. Within this data, Gemius also collects traffic/usage data for those Internet users who have agreed to take part in the panel-based measurement (via pop-up survey).

These pop-up surveys are emitted randomly to a sample of Internet users visiting participating web sites. The platform controls for frequency of emission, non-repeat emission and emission distribution across time and audience. These pop-up surveys serve to collect socio-demographic data from one computer user and to invite the user to participate in the panel-based measurement.

If the user agrees to take part in the panel-based measurement, then subsequently the user will install Gemius’ netMeter software onto their computer, which will report to Gemius what web sites are being visited by the user’s computer.

The sample is weighted demographically and behaviorally to ensure demographic and behavioral representativeness by applying structural weights from the offline structural study and using data from site-centric tools.

The final result is media planning data based on a large panel of 10 – 30 thousand panelists, describing up to 4000 web sites in great detail. Data is published once per month and can report periods of one month or one week.

The key difference between the pop-up panel approach and the software approach lies in the web sites reported: the pop-up panel can only report participating web sites. The software panel can report all web sites (whether they choose to participate or not).

Because the software panel is more intrusive than the pop-up panel, response rates tend to be lower. Furthermore, a software panel approach requires the implementation of an incentive program along with panel management. These two requirements make the software panel approach more appropriate for larger markets (markets with larger populations, like Poland or the Czech Republic).

If you would like additional information on gemiusAudience, feel free to contact Gemius.

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