Content Type:

Glossary

Share Print

Omnibus surveys Definition

Study over time in which the sponsoring research company defines the audience to be surveyed and the intervals between studies. Numerous clients participate by submitting proprietary questions. Generally clients only receive results from their proprietary questions and general demographic questions.

Omnibus surveys are multi-client surveys where multiple organizations share the cost of conducting a single survey, each contributing their own specific questions. This approach allows various clients to gather data cost-effectively while targeting a shared audience.

Who relies on omnibus surveys?              

Market researchers, advertising agencies, businesses, nonprofit organizations and government agencies rely on omnibus surveys to collect data on consumer opinions, behaviors and preferences without bearing the full cost of a stand-alone survey.

What are key aspects of omnibus surveys in market research?  

Key aspects include:

• Cost efficiency: Shared costs make it an affordable option for collecting data.
• Shared audience: Respondents answer questions from multiple clients within a single survey.
• Quick turnaround: Often conducted regularly, allowing for timely data collection.
• Customization: Clients can include specific questions relevant to their research objectives.
• Representative sample: Designed to reflect a broader audience or a specific target group.

Why are omnibus surveys important in market research?            

Omnibus surveys are important because they provide a cost-effective way to gather insights quickly, especially for organizations with limited budgets or smaller data needs. They allow for timely collection of diverse data from a representative audience, supporting strategic decision-making.

How do market researchers use omnibus surveys?          

Market researchers use omnibus surveys to collect data on consumer attitudes, product feedback or market trends. By contributing their questions to a shared survey, they can obtain valuable insights at a fraction of the cost of a standalone study. The data collected helps refine marketing strategies, inform product development and guide business decisions while leveraging the efficiency and speed of a shared research platform.