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River Sample Definition

An online sampling method that is wholly and solely sourced from online promotions (e.g., banners, pop-ups, hyperlinks). This method of random recruitment drives potential respondents to an online portal where they are screened for studies in real time. Qualified respondents are then randomly assigned to a survey.

A river sample is a type of online sampling method where respondents are recruited in real time from a variety of web sources, such as banners, pop-ups or redirects, rather than from a pre-recruited panel.

Who relies on river samples in market research?

Online research firms, survey platforms, fieldwork providers and client-side researchers conducting large-scale or quick-turn studies often rely on river samples to reach diverse and spontaneous audiences.

What are key aspects of river samples in market research?

• Recruited dynamically via web intercepts.
• No pre-profiled panel membership.
• Can yield a broad and diverse audience.
• Offers speed and cost efficiency.
• Quality can vary and requires strict validation measures.

Why are river samples important in market research?

They allow researchers to access large numbers of respondents quickly, making them ideal for time-sensitive or high-volume studies. They also reach users outside traditional panels, potentially improving sample diversity.

How do market researchers use river samples?

Researchers integrate river sampling into online surveys to expand reach, often combining it with quality checks like IP verification, attention filters and deduplication. They may also blend river with panel samples for broader coverage.