Why EMI?

Many sample providers say they are experts in sample blending, but many have their own panel and are biasing their blends from the start.  At EMI we are the only sample consultancy that can state without a doubt that our approach to sampling is truly unbiased. 

How can we say that you ask?

Unlike most sample providers, we do not own a panel. So, when we are building a custom strategic sample blend for a client, we do so with the goal of doing what is right for the research. That means we will strategically blend panels that best fit the goals of the research rather than try to make the project fit any specific panel. Other providers will try and make a project fit their panel first to maximize their asset, then bring in additional panel to top off whatever their panel was unable to get.  This leads to sample bias, and insights that are not reliable.

When conducting online quantitative research, you want to remove as much bias as you can.  This should include any bias from a panel.  Panel bias occurs because every sample panel is different from one another, and they change over time.  This is due to a myriad of factors, including recruiting sources, mergers and acquisitions, panel management methods, and much more. What makes panels different also makes the data their respondents provide different. So much so that the business decision that is made can be different depending on the panels you use on a study.

That’s why you need to work with someone that not only knows the online sample industry, but doesn’t have a panel and can remain unbiased in their approach to building your sample plan. Someone like EMI.