One of the most important parts of market research is ensuring that survey results show what all kinds of people think, not just some people. If we ensure our surveys are representative, it makes the results more accurate and reliable. It also shows respect for everyone's different experiences and opinions. Plus, more people will want to take the survey if they feel it's meant for people like them.
At Ipsos, we believe that every voice matters. We make a particular effort to hear from those who may feel overlooked or unheard, not just those who are more vocal.
Here are a few ways Ipsos iSay makes sure that our research is representative and inclusive.