ESOMAR 28 Updates: What they Mean and Why you Should Care- Part 1- Company Profile

ESOMAR 28 Updates: What They Mean and Why You Should Care – Part 2 – Sample Sources and Recruiting
April 5, 2021
ESOMAR 28 Updates: What They Mean and Why You Should Care- Part 3- Sampling and Project Management
April 7, 2021
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ESOMAR 28 Updates: What they Mean and Why you Should Care- Part 1- Company Profile

One of the most important documents that buyers of sample utilize has been the ESOMAR 28 Questions to Help Online Sample Buyers, which outlines 28 questions that can be used to evaluate and easily compare sample providers as they all answer the same questions.

For the first time in 9 years, ESOMAR has introduced changes to these questions. The questionnaire did not simply gain a couple questions or tweak some verbiage; it has been fully revamped to better address more modern sampling, innovation, and current changes in the industry. This will ultimately be used to assist online sample buyers to make better educated decisions when selecting partners.

This newly revamped document gathered insights and feedback from both leaders in the sample space, as well as research leaders from brands, and other organizations like CASE (Coalition for Advancing Sampling Excellence).

The new document breaks down the questions into six categories:

Company Profile

Sample Sources and Recruitment

Sampling and Project Management

Data Quality and Validation

Policies and Compliance


In this new blog series, we’ll look at each section and break down the questions, what it means to you, and what you should be looking for in the answers. Some sections are more or less important to different buyers of sample. We’ll spend time on each section, but first up is the Company Profile section.

Company Profile

This section is the smallest section of the six. It starts off by asking a similar question to the previous ESOMAR 28 about a company’s experience in providing online sample for market research, and what percentage of the business it is.

What’s Changed:

There are two new questions that are also part of this section:

  1. Do you have staff with responsibility for developing and monitoring the performance of the sampling algorithms and related automated functions who also have knowledge and experience in this area? What sort of training in sampling techniques do you provide to your frontline staff?
  2. What other services do you offer? Do you cover sample-only, or do you offer a broad range of data collection and analysis services?

Why it matters:

The addition of the two new questions gives a potential sample buyer a better idea of the overall capabilities of an organization. Some organizations may only want sample, where others may be looking for more of a “one-stop shop” — the new questions help a potential buyer understand what they would be getting.

Another important aspect is that companies are now asked about the overall sampling knowledge of their staff. This can be extremely useful for potential buyers as the knowledge of sample can vary greatly among buyers. By understanding how knowledgeable a company is about sampling methodologies and in the case of the programmatic sampling, how the algorithms work, would be a key factor for a potential buyer.

Check back with us next week for the next blog where we will be looking at the Sample Sources and Recruitment section and the changes that have taken place.