Methodology

The gemiusAudience approach follows one of two paths: pop-up panel or software panel. The best solution for Ukrainian market is pop-up panel.

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.