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ESOMAR 28 Updates: What They Mean and Why You Should Care- Part 6 – Metrics

ESOMAR introduced an updated version of their Questions to Help Online Sample Buyers (formerly known as the ESOMAR 28). Over the last couple of weeks, we have been exploring the changes to this document, and what it means for researchers. In the final part of this 6-part series, we will be looking at the final section of the new questionnaire – Metrics.


There is only one question in this section (Which of the following are you able to provide to buyers, in aggregate and by country and source?), but it has multiple sub-sections that detail the type of metrics a sample provider would be able to provide to a sample buyer.  It specifically focuses on the health metrics of both the actual sample and the data health. Understanding the metrics, a provider makes available can help buyers the reliability and consistency of that provider. 

Things like completion rate or rejected rate can help understand the quality of respondents, where other metrics like active unique participants can help a buyer understand the health of a panel. 

One great advantage of this section is that it forces sample providers to utilize the same set of measurements. Previously, there has not been a standard in terms of how sample providers measure the performance of their panel, which could lead to buyer confusion. Response rates have long been an indicator of performance of a panel. 

If you have read through a sample provider’s new ESOMAR questionnaire, and have questions about their responses, reach out to us here at EMI. Our expert sample consultants can help answer any questions you may have and help direct you to the best providers for your studies.

If you missed one of the other blogs in this series, the full list is here:

Part 1 – Company Profile

Part 2 – Sample Sources and Recruitment

Part 3 – Sampling and Project Management

Part 4 – Data Quality and Validation

Part 5 – Policies and Compliance