Our expertise

General Population

A general population sample is the hardest thing in fieldwork to do well, because every shortcut is invisible in the finished dataset.

Working with general population audiences

General population research is where method quietly becomes result. An online-only sample in a market with uneven connectivity does not describe the population; it describes the connected part of it, and nothing in the data says so.

We start from the population and work back to the method, rather than starting from the cheapest available mode and hoping weighting will fix the difference.

How we approach it

What changes when the audience is general population

Mode chosen for the population

Online, telephone, face-to-face or a mix, chosen by who has to be reached. In several of our markets a representative sample is only achievable face to face, and we will tell you that instead of quoting an online study that cannot deliver it.

Coverage of the hard third

Older, rural, low-income and low-literacy respondents are the first to drop out of a convenience sample and the last to be noticed missing. They are sampled deliberately, with the fieldwork approach each group needs.

Honest weighting

Weighting to census targets where good targets exist, with design effect and effective base reported alongside the weighted figures, so you know what the weighting cost.

Documented sampling frames

Whatever frame a study uses, it is written down, and its known gaps are written down with it. A frame whose limitations are documented can be interpreted; one that is not cannot.

Featured insights

Research insights

B2B fieldwork benchmarks: what incidence and cost look like in practice

12 August 2026 · 7 min read

Incidence assumptions carried over from consumer research are the usual reason a B2B study runs over. Here is what the field data actually shows.

Multi-market data quality: where cross-country comparisons go wrong

3 June 2026 · 7 min read

Differences between markets in a multi-country study are part finding and part artefact. Separating them is a design problem, not an analysis problem.

Other audiences

Send us the brief. We will tell you what is feasible.

Feasibility, incidence and costs within one working day — including the markets where your target, as written, is not achievable.

Request a quote Contact us