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.