Crowdology Consumer Panelv2

CONSUMER & BUSINESS
PANEL
October 2011

Crowdology™ is a registered trademark of Redshift Research Ltd.
Commotion House, Morley Road, Tonbridge, Kent TN9 1RA

Quick Facts About
Crowdology

WHY USE CROWDOLOGY // Quick facts
Crowdology™ is an online panel owned and operated by Redshift
Research. The panel has over 120 data points allowing us to deep
profile consumers across demographics, income, household,
product ownership, brand ownership and preferences. In addition
we profile occupation, industry and professional experience data
essential for conducting business to business surveys.

UK
CONSUMER Fast turnaround - within
three days
PANEL
Unbeatable value and
WHY USE OUR transparent pricing
PANEL?
Deep profiling of panel members de-
mographics, household data, brand
and product ownership. Currently
more than 120 data points

Full project management and analysis
services through full service agency,
Redshift Research Ltd

Fun and Quick surveys,
designed to keep panellists engaged

Panel Quality Management
to ensure reliable surveys
Complies with ESOMAR
guidelines

The Crowdology™panel is balanced across
regional, age and gender demographic factors, and
is nationally representative of the UK population. For
further, more in-depth, data please contact us and
we will be happy to provide you with any further
information, or run a feasibility test against your
survey requirements.

PANEL BOOK SUMMARY // Age and gender summary
PANEL
BOOK
SUMMARY
BY AGE AND
GENDER
Female Male Total

16-22 10% 7% 17%

23-35 23% 12% 35%

36-55 21% 13% 34%

56-80 8% 7% 15%

TOTAL 60% 40% 100%


PANEL BOOK SUMMARY // Age and gender representation
% Panel % UK

16-22 17% 15%

23-35 35% 21%

PANEL 36-55 34% 35%

BOOK 56-80 15% 29%

SUMMARY
BY AGE AND
GENDER

% Panel % UK

Male 39% 49%

Female 61% 51%


PANEL BOOK SUMMARY // Regional Coverage
Region % Panel % UK
PANEL
North East 14% 12%

BOOK North West 10% 11%

SUMMARY Midlands 17% 17%

REGIONAL East of 10% 9%
BREAKDOWN England

London 10% 13%

South East 17% 14%

South West 9% 8%

Wales 5% 5%

Scotland 8% 8%

Northern 1% 3%
Ireland


Country Panel Size Country Panel Size

PANEL BOOK SUMMARY // Regional Coverage - EUROPE
Austria 79,436 Norway 53,244

Belgium 14,198 Poland 82,004

Czech 58,632 Portugal 72,957
Republic

Denmark 123,859 Romania 21,462

Estonia 9,216 Russia 1,082,105

PANEL Finland 107,755 Slovakia 4,937

BOOK France 289,033 Slovenia 6,070

SUMMARY Germany 309,419 Spain 161,232

EUROPE Greece 18,373 Sweden 464,315

Ireland 10,360 Switzerland 49,850

Italy 48,777 Turkey 100,437

Latvia 3,751 UK 436,066

Lithuania 3,908 Ukraine 130,094

Netherlands 82,892 TOTAL 3,824,382

* Panel counts of Crowdology and Panel Partners



PANEL BOOK SUMMARY // Regional Coverage - NORTH & SOUTH AMERICA
Canada 183,718 Brazil 93,150

Puerto Rico 3,025 Chile 42,120

Mexico 83,107 Colombia 45,164

Guatemala 2,718 Peru 12,309

USA 1,606,993 Venezuela 17,203

PANEL Argentina 89,143 TOTAL 2,178,650

BOOK * Panel counts of Crowdology and Panel Partners

SUMMARY
NORTH & SOUTH
AMERICA



Australia 28,050 South Africa 33,577

China 108,074 TOTAL 601,011

India 179,062

Japan 218,291

Kazakhstan 1,980
PANEL
Philippines 31,977

BOOK
* Panel counts of Crowdology and Panel Partners
SUMMARY
ASIA PACIFIC &
AFRICA


PANEL BOOK PROFILE // Basic Registration Profile
Gender Gross Annual Income
Ÿ Male Ÿ £0 - 10,000
Ÿ £10,000 - 25,000
PANEL Ÿ Female
Ÿ £50,000 - 75,000
Ÿ More than £75,000

BOOK Education Level
Ÿ Compulsory school
Ÿ Upper Secondary school
PROFILE Ÿ University

BASIC Field of Expertise Ÿ Management
Ÿ Administration Ÿ Medical
REGISTRATION Ÿ Legal/Law
DATA Ÿ Personnel
Ÿ Finance Ÿ Engineering
Ÿ Marketing Ÿ Creative/design
Ÿ IT Ÿ Entertainment
Ÿ Production Ÿ Customer service

Industry Sector Ÿ Legal/law
Ÿ Agriculture/fishing Ÿ Manufacturing
Ÿ Military Ÿ Marketing/sales
Ÿ Banking/Finance/Insurance Ÿ Media/advertising
Ÿ Computing/IT Ÿ Pharmaceutical
Ÿ Communication/Information Ÿ Retail/wholesale trade
Ÿ Construction Ÿ Social services
Ÿ Education Ÿ Security
Ÿ Engineering Ÿ Telecom
Ÿ Government/municipal Ÿ Transport/logistics
Ÿ Healthcare/medical Ÿ Tourism/hotel/catering


PANEL BOOK PROFILE //Deep Profiling
DETAILED
PANEL
Household Data Car Ownership
PROFILE Ÿ
Ÿ
No. Children and Y.O.B
Gender of children
Ÿ
Ÿ
Drivers
Access to a car
Ÿ Marital status Ÿ Decision maker for cars
Ÿ Social class Ÿ Car ownership
DEEP Ÿ Type of car
Ÿ Ethnicity
PROFILING Ÿ Size of household Ÿ Car make
DATA Ÿ Personal and household Ÿ Year car purchased
income Ÿ Likely date to replace car
Ÿ Town, village or city location Ÿ New/second hand car
Ÿ Accommodation type Ÿ Motor cycle ownership
Ÿ Pets

Occupation &b2b Personal
Ÿ Working status Ÿ Internet usage
Ÿ Expertise Ÿ Hobbies and interests
Ÿ Job title Ÿ TV viewing and region
Ÿ Industry sector Ÿ Magazines read
Ÿ Decision makers Ÿ Music
Ÿ Position if in IT, Finance or Ÿ Cinema viewing
Medical Profession Ÿ Films watched
Ÿ No. Employees Ÿ Downloading movies
Ÿ Turnover Ÿ Dvds purchased
Ÿ Car fleets Ÿ Sports
Ÿ Mobile phone network

Please contact us for any specific profiling queries. Crowdology™continues
to add key profiling questions, and can undertake incidence measurements
on request.


PANEL BOOK PROFILE // Deep Profiling
DETAILED Shopping
Ÿ Primary grocery shopper
Health/medical
Ÿ Smokers
Ÿ Retail shops used Ÿ Use of contact lenses and
PANEL Ÿ
Ÿ
Beverages consumed
Alcohol units consumed
glasses
Ÿ Hearing Aid users
Ÿ Dining out Ÿ Diagnosed illnesses
PROFILE Ÿ Fast food outlets used
Ÿ Tobacco consumption
Ÿ Exercise taken

DEEP
PROFILING
DATA
Travel Savings and Investments
Ÿ Travel by aeroplane Ÿ Networth (assets)
Ÿ Business/leisure travel Ÿ Participation in stock trading
Ÿ Types of holiday Ÿ Savings and Investments held
Ÿ Regions travelled in the last Ÿ Property ownership
12 months Ÿ Landlords
Ÿ Airlines used Ÿ Who bank with
Ÿ Most frequent airlines Ÿ Financial products held
Ÿ Hotel chains used Ÿ Type of mortgage
Ÿ Do you take the train?
Ÿ Which train operator used


PANEL BOOK PROFILE // Deep Profiling
Technology
Ÿ Use of online banking
Ÿ Online activity
DETAILED Ÿ
Ÿ
Engagement with social media
Social media “channels”
Ÿ Time spent on social media
PANEL Ÿ
Ÿ
Early adopters of new technology
Primary decision maker for electronic
products
PROFILE Ÿ Ownership of electronic products
Ÿ Type of internet access
DEEP
PROFILING
DATA Phones and
Smartphones
Ÿ Mobile phone brand
Ÿ Smartphone brand
Ÿ Smartphone usage (business or per-
sonal)
Ÿ Phone operating system
Ÿ Mobile phone features used
Ÿ Mobile phone plans
Ÿ Landline phones
Ÿ Mobile phone operator (business)

Gaming
Ÿ Gaming platform used
Ÿ Hours per week gaming
Ÿ Online gambling
Ÿ Types of computer game
played
Ÿ Devices used to play games
Ÿ Number of games bought
per month
Ÿ Virtual gaming


PANEL RECRUITMENT FRAUDULENT RESPONDENTS
CHECKS
Panel members are Rigorous and regular checks are
recruited via: made to identify fraudulent
Respondents and remove them
Ÿ Banner ads from the panel. The following
Ÿ Email and database actions are taken:
Ÿ Marketing
Ÿ Telemarketing
Ÿ Social Networking Sites Trap surveys are an internal
Ÿ Referrals survey designed to identify
fraudulent respondents.
Registration is “double opt -in”. Questions are framed to uncover
Panel members must be 18 and fraudulent responses, based on a

QUALITY CONTROL GUIDELINES // Overview of quality controls
over, and be resident in the UK. point system. Members who
score a red flag based on their
error points are removed from
QUALITY PANEL MANAGEMENT the panel.

Crowdology™ research
CONTROL communities are used
solely for market research
Minimum checks for routine
surveys are undertaken to
purposes. They are not used for monitor and remove respondents
GUIDELINES marketing purposes. from surveys for inappropriate
answers. E.g. Speeders (for com-
All members are required to pleting surveys too quickly) and
update their personal straight-liners (for selecting the
profiles, and encouraged to do same answers in a row for grid
A DESCRIPTION so through regular questions). Past offences are
OF PANEL QUALITY communications and taken into consideration to
CONTROLS Newsletters. determine eligibility.

Member satisfaction surveys are
undertaken to better understand SURVEY GOOD PRACTICE
and engage with members.
Panel quality is linked to good
management of the panel to en-
Our surveys, or surveys
sure members are fairly reward-
undertaken by third parties are
ed, complete an acceptable
checked to ensure minimum
number of surveys, and screen
standards of best practice in
outs are kept to a minimum.
respect of questionnaire design
Crowdology™ also ensure good
(e.g. Grid questions, length, etc).
practice in the use of engaging
and efficient questionnaires (e.g.
Quarantine settings ensure mem-
Restrict use of complex grid
bers are not over surveyed, and
questions, overly long surveys
reduces the risk of professional
and use animation).
respondents. Sampling includes
low, medium and high
responders. PRIVACY POLICY

Panel members’ personal infor-
REGISTRATION CHECKS mation is managed in compli-
Crowdology™ operates online ance with the Data Protection Act
research communities in the Crowdology™ remove invalid
1998 and personal privacy legis-
UK. They are managed and emails addresses, and duplicate
lation. Registered panel personal
controlled using proprietary registrations. All panellists are re-
information is not disclosed to
control principles. It adheres quired to have a UK bank
third parties.
to Data Protection Act 1998 account. Post registration checks
and personal privacy include cleaning non participants,
legislation. Redshift Research trap surveys and removing
is a MRS Company Partner. fraudulent respondents in surveys.


Contact Us
Neil Cary
Director
Redshift Research
Neil.cary@redshiftresearch.co.uk
Tel: 01732 356313
www.redshiftresearch.co.uk


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