Conducting Representative Research Online: Diversity in the U.S.

Following wide-spread protests against police brutality, there has been a broader awakening to the continued systemic racism throughout all aspects of our society. For some, this has involved a new look at long-standing policies and procedures to consider how they might be reinforcing or deepening racial inequality in this country. For the survey and market research industries, questions have been raised as to how well our public opinion research captures the full set of diverse voices that make up the United States. 

At Ipsos, conducting high quality research is our calling. Ipsos’ KnowledgePanel is a gold standard in online survey research – it was the first panel of its kind in the United States and is currently the largest at 60,000 members. KnowledgePanel is an online survey panel that is designed to be representative of the population of adults age 18 and older in the U.S. Built from a probability-based recruitment methodology, the panel is designed to represent the US population in miniature and cover the diversity of the population.

View our on demand webinar to hear:

• an overview of our panel recruitment methodology and discuss the steps we take both in recruitment and retention to help ensure that the panel is representative
• the results of some internal investigations into how well we represent key subpopulations of the U.S., such as Black and African Americans, Hispanic/Latin residents of the U.S., and the diversity of voices within each community.
• results from recent research conducted with KnowledgePanel and highlight ways the panel has been used to study under-researched populations. 
• additional steps we have identified to further attract and engage various groups to ensure that we will continue to represent the diverse voices of the U.S.