CAN WE COUNT
ON YOU?

Your opinion can be valid, and your friends may be reliable. But in the world of sample, reliability and validity are the difference between research that informs and surveys that mislead.

We measured the test-retest reliability and criterion validity of 28 panels in 14 countries. The result is a 14-nation whirlwind tour of how research can go horribly awry and how it can be refreshingly right. The lessons learned reveal a great deal about the nature of sample in a wide range of markets around the world.

In this whitepaper, we review the reliability and validity of sample sources in Australia, Brazil, China, France, Germany, India, Italy, Japan, Mexico, Russia, Singapore, South Africa, Spain, and Thailand. Some of them are boringly reliable and representative, while others are misleading, and some are even erratic. But the ways in which they depart from a true representation of the public provide us with insights into the kinds of questions we should all be asking sample providers.