Syndicated Data

connect - engage - inspire

How to select the best data source…

Syndicated reports are often a good way to generate that contextual knowledge and to keep track of the constant state of change in consumer lives, particularly if the insight department’s budget is limited, even more so, if you are looking for a cost effectively way to monitor trends across multiple markets.
Syndicated global reporting replaces the burden of desk research, of trying to reconcile variable methodologies, question phrasing, seasonal variations and sample profiles between countries and across different survey sources.  In some instances, subscribers can even add bespoke questions, similar to an omnibus study.

Syndicated reports are a good solution, if you seek…
foundation knowledge about consumers, shoppers or a market at minimum cost;
 a specific sample scale and frequency for deeper analysis or tracking;
 to benchmark trends in your market across multiple markets or regions;
 the neutrality of a research source one step removed from your internal stakeholders.

Considerations when choosing a syndicated intelligence report.

BIGGER IS NOT ALWAYS BETTER
SOURCE INDEPENDENCE & CREDENTIALS MATTER
CUSTOMISATION & PERSONAL SERVICE ENGAGE
HARVEST ONLY WHAT YOU NEED – CONTINUOUS DATA CAN BE A BURDEN

BIGGER IS NOT ALWAYS BETTER

The bigger the sample size claimed the more …
I scrutinise sample quality!
To achieve large samples, syndicated data agencies may have to source participants from multiple sample brokers.  Unique participants can subscribe to more than one broker, and repeatedly complete a survey, already primed and with different ISP addresses.

Suppliers can build and manage their own triple opt-in samples. Check how often that sample is purged and how respondents are incentivised. We have our own consumer panel at Consumer Fluent too.  It is a financial commitment and time-consuming endeavour which not every research business will invest in.

CHECK SOURCE INDEPENDENCE 

Is your data agency owned or commercially tied to a media owner? Could that compromise impartiality?  It could lead to a tendency to over-state a shopper, consumer or retail trend. 


The length of time
data agency staff have invested in understanding a consumer group or in gathering specific shopper expertise is reassuring. 
Find out how long the data team have been engaged in your market and in each country you wish to track.

How much of a longer term perspective are they able to take to spot seismic shifts in behaviours over time.

CUSTOMISABLE & PERSONAL SERVICE

The best research is devised by people who have stood in your shoes, have experience in making the commercial decisions which rely on data, people who are sympathetic to the nuances of your industry.
These suppliers may offer to add a hot topic question exclusively for you. They may also provide data files or access to an online interactive portal in which you can manipulate, share or “free roam” the analysed data independently.
They’ll certainly want to support you in distilling and applying the insights to your commercial needs,  and provide  quick, responsive customer service.

CONTINUOUS DATA IS A BURDEN

Continuous surveys are more expensive and can create more confusion than is necessary.
In continuous surveys, consumers are interviewed weekly in small samples of, say, 400 consumers, often too small for in depth analysis in a week, and subject to seasonal changes or cyclical norms.
Tracking syndicated trends week on week, can create analysis paralysis or encourage the zig-zag or reactionary response.
Depending on the week reported, internal users can end up presenting conflicting data, which reduces overall confidence in the data.

A critique of syndicated reports in kids media, digital, social, brand trends, influences and daily lives

I’ve compared some of the commercial suppliers of syndicated reports available in the UK market and, in the case of Kidz Global reports, in 41 other markets too.  It is not meant to be exhaustive so please let me know if I have missed any which you feel deliver on the criteria I’ve applied below, or contact me if you would like assistance in finding the right solution for you.

Independent

Is the supplier fully impartial or is it connected to another interested party?  Are you likely to receive clear unbiassed insight?

Robust Sample

Does the supplier compromise quality for quantity in sampling and is it right for what you need without over-complicating or burdening you?

Global or Local

What’s the scale, global vs local perspective and longevity of the supplier?  Can it benchmark a market, or single out seismic trends vs hype?