As a follow-up to our webinar, Applied Marketing Science answers a few questions about offering field support for litigation research.
Q: How is an incidence rate (also known as IR) estimated?
There are several factors considered when estimating an incidence rate, some of which could be the market in which the product is sold, the market share of the product in question, and the audience targeted. It’s always helpful to use any readily available resources such as internal research or past history to estimate incidence rate. However it may require additional work such as conducting desk research, consulting with the end client, and talking with subject matter experts before assuming an incidence. If the subject matter or audience is not too niche, data collection partners can usually help you get a good estimate on incidence rate based on their past experiences fielding studies with that particular audience or industry. Partners can even help by doing an actual incidence test by deploying a screener to hundreds or thousands of panel members. Normally it takes a few days to a week to conduct it. The better your incidence estimate, the quicker and cheaper your study will be, as a lower incidence reflects hard to find respondents which can result in a more expensive study and a longer timeline.
Q: Which data collection methodology do you use most frequently for litigation research?
We are familiar with and use a wide variety of methods to accommodate the many types of studies that come our way because we want to ensure that we can customize a method that best fits our clients' needs. That being said, we find that we conduct online surveys a majority of the time because online surveys are a cost-effective way to quickly gather data from a representative sample. Thanks to our trusted data collection partners who deeply profile panelists, conducting online surveys provides us with a lot of options for targeting and that allows us to narrowly focus in on the specific type of people we want to reach. If, however, the audience is the everyday consumer, we sample from the general population. When sampling from the general population, we use our tried and true click-balancing process to ensure representative sample.
Q: How do you find companies that will collect the data for you and what makes you confident of their data quality?
At Applied Marketing Science, we have a field department dedicated specifically to finding companies to help us with data collection, because we know both how important and time-consuming researching data collection partners can be. We spend a lot of time looking for and vetting partners in the industry. We go to local and national conferences and meet with partners both face to face and over the phone. Over the years we have compiled a long list of questions to ask our partners to ensure we’re working with the best. Our questions allow us to truly understand how they collect sample and our guidelines ensure that the partner meets our client’s needs. We also go through testing and investigations both during our vetting process and throughout each project to make sure partners are consistently providing high quality results.