Ipsos Answers Esomar’s Questions to help online research buyers

The primary aim of the ESOMAR's Questions is to increase transparency and raise awareness of the key issues for researchers to consider when deciding whether an online sampling approach is fit for their purpose.

Put another way, the aim is to help researchers to ensure that what they receive meets their expectations.

According to the ESOMAR committee, the set of questions offers a framework for buyers to use when evaluating the offerings of different online sample providers.


The questions are also designed to introduce consistent terminology for providers to state how they maintain quality, to enable buyers to compare the services of different sample suppliers. Notes on the context of the questions explain why the questions should be asked and which issues researchers should expect to be covered in the answer.

The latest set of questions from ESOMAR recognize the ongoing development of techniques. While some of the topics addressed remain constant, new questions have been added to incorporate new techniques and new technology in this area. In particular, this revision recognizes the broad trend within the industry to build online samples from multiple sources rather than relying on a single panel.

The Questions complement ESOMAR’s Guideline to Online Research to add updated legal and ethical guidance and new sections on privacy notices, cookies, downloadable technology and interactive mobile.


With over 43,5 million panelists in 50 countries, the Ipsos Online Panel has one of the most robust coverage in the world, with panels in all major markets in Europe, North America (NA), Latin America (LatAm), Asia-Pacific (APAC) and Middle-East (ME). Ipsos has the capability to conduct online research anywhere in the world where Internet penetration and usage allow. Today, panels are the largest sample source for online studies. They are powerful and tactical research tools. Thanks to our global organization, our clients benefit from the advantage of a worldwide network, combined with high and consistent quality across countries.

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