How Omnibus Surveys are Good for Business

By Matmadis9    18 / May / 2017    In Category Sales and Marketing

Quantitative research is inspired by research data, which serves to solve problems, prove business cases, uncover opportunity, and inspire others. When the data and information collected during the quantitative research process is connected, there are compelling stories that begin to emerge. These stories are what engage organizations and empower them to make smart, data-driven decisions for their business. Research-driven communication (like omnibus surveys) will give a brand or PR agency the tools required to shape opinion and craft a tailored message. When the proper research is done beforehand, businesses are given the proper tools to create brand communications that garners headlines and creates selling stories, while still adhering to a central marketing strategy.

What are Omnibus Surveys?

Whether responding to an unexpected threat or taking advantage of an opportunity to produce smart content marketing, omnibus surveys are a great way to get information fast. Omnibus surveys are one tool used in quantitative marketing research in which data is collected from a large group of subjects at the same time, during the same interview. There are often multiple research clients that provide content to be used in the survey so they will also be able to share the common demographic data that is collected from the subjects. By paying to “get on the omnibus,” businesses are able to work together, sharing the information collected, rather than conducting separate surveys with separate groups of respondents.

How Omnibus Surveys are Conducted

Omnibus surveys often use what is called a stratified sample. This is a method of sampling a population that takes into consideration the subpopulations that exist within the overall population. By ensuring that each subpopulation is sampled independently of one another, random sampling can be applied to each group without the risks involved in randomly sampling the entire population. The stratified sampling technique used for omnibus surveys often improves the representation of various groups within the sample as a whole, but it also reduces sampling error. Once gathering the appropriate number of respondents in this way, the surveys may be distributed to those who have been selected to partake in the research process. Omnibus surveys can be conducted by mail, telephone, or over the Internet. Due to the ease by which these surveys can be distributed, there are often a large number of participants who are able to partake in the research process.

The Benefits of Omnibus Surveys

By utilizing the omnibus survey approach to gathering information, businesses are able to save a great deal of money on their research tactics. These cost-savings are a result of sharing the sampling and screening costs of conducting such a survey across multiple clients, rather than just one. In addition, omnibus surveys save time; the sample sizes for these surveys are quite large, and interviewing is ongoing. Even the process by which these surveys are distributed is much easier on those who are running the survey, as well as on those who are participating. In the end, businesses are able to get the information that they need quickly and efficiently by choosing to partake in an omnibus survey.


Kelton, a market research firm in Los Angeles, New York, Chicago, and London provides actionable strategic plans with a range of qualitative and quantitative research methodologies like brand tracking, customer journey mapping, market segmentation, copy testing, omnibus surveys ( KeltonGlobal.Com/Omnibus-Surveys ) and many more. Visit KeltonGlobal.Com for more info.