Thursday, 20 January 2005

Title of the presentation: "Conducting representative online research"

As part of our commitment as market leader we continuously develop and demonstrate the state of the art methodological solutions for online research that we employ to produce representative online research.

This latest paper, “Conducting representative online research”, has been accepted by the programme committee for presentation at ESOMARs Worldwide Panel Research Conference in Budapest, April 17-19, 2005.

Based on extensive empirical data, the paper will

* review strength and weaknesses of various strategies for addressing the stages involved in conducting online research - from recruitment to incentivisation

* describe our current methodological approach and contrast it to other possible approaches and the traditional random sampling paradigm

* share data from previous parallel studies, political opinion polls and online exit polls conducted in connection with general elections in Denmark and Sweden

* discuss the future for representative online research - challenges and opportunities

“We are very thankful to ESOMAR and the programme committee for this opportunity to share our experiences and learnings with the research community,” says Research Director, Mads Stenbjerre, who is the lead author on the paper.

Zapera is the leading online research institute in the Nordic region. Since 2001 we have published political opinion polls in Denmark, Sweden, Norway and Finland. In the last general elections in Sweden and Denmark we have even conducted live online exit polls, where the results where published at both our own and other websites (e.g., Yahoo!).

In both these cases results were statistically identical to offline exit polls. To our knowledge no other company in the world has ever conducted similar studies (that were accurate). We will discuss the methodology and requirements to panels and sampling.

The accuracy of these studies underscore the quality of Zapera’s panels and our focus on developing sound methodological standards for representative online research.

About Zapera

Zapera is the leading Nordic online market research institute. Zapera consists of 30 people dedicated to online research with offices in Copenhagen and Stockholm. The company runs panels in Sweden, Denmark, Norway, Finland and Estonia that comprise more than 80.000 members.

For further comments please contact:

Research Director, Mads Stenbjerre, phone (+45) 2673 0696 or e-mail ms@zapera.com