Research
The research that underpins the Fingerprint Strategy is based on the largest single source study in the world. It involves approximately 800,000 individuals over eight years, in the United States, Canada, Britain and Australasia. The interviews and surveys were undertaken by the firm of Roy Morgan International and The Social Intelligence Lab developed and applied the 194 defining differentiators that provide us with the wealth of data on NEOs.
The survey is constantly being improved and increased in reach. They are analyzed to measure any changes in attitudes, confidence, and spending habits, so that we can be sure that we’re always receiving the most up to date information.
Why is single source research so important? With multi source surveys and interviews, different groups of consumers would answer only a portion of the questions. For example, in a 1,000 question survey, one could ask ten different groups 100 questions each. Then the answers would be combined to represent the total picture, which it clearly isn’t. With a single source survey or interview, all of the questions, would be posed to every single person in the group, which provides comprehensive information from each person. When all the individual surveys are combined, one can see the total picture. If you really want to understand consumers, single-source surveys are much better.
