1. PANEL BOOK
S A M P L E H O U S E A F R I C A
KENYA
R e a l i z i n g A f r i c a
2. I N T R O D U C T I O N
R e a l i z i n g A f r i c a
At Sample House, we take great pride in being
a pioneer in the African Online Sampling
industry.
Our multipronged approach to recruitment and
excellent user experience has seen us acquire
and retain an ever expanding database of
research panelists across the horn of Africa.
We have established a grand network of
individual internet users, SMEs, C Suites,
website publishers, bloggers, prominent
personalities, social media communities and
global partners in order to link the
Gap between online consumers and
personalities who want to share their opinions
and market
Researchers who want to collect their opinions.
Our Panels give sampling firms ondemand access
to tens of thousands of optedin, Profiled and
readytosurvey respondents from all over Kenya
and other West African countries. Sample House
offers robust profiling and allows targeting of
consumers based on over 15 demographic,
geographic and IAO variables, as well as
employing strict quality control measures to ensure
the highest levels of data integrity. We have
partnered with the biggest sample technology
company on the globe to employ effective systems
for quality control at all levels of sampling.
Using our extensive online reach and our procured
tools, we have assisted thousands, of brands,
agencies and organizations to obtain the research
data they require to generate consumer insights.
Our clients come from a variety of industries
including retail, electronics, finance, hospitality, and
many more. We also supply to a great extent other
sample suppliers without a panel in Kenya.
3. 1. Strategy - Recruitment
An internet or social media user
encounters an ad (google or yahoo
or facebook) inviting them for
membership to one of our
communities for regular survey
participation as a way to earn great
redeemable virtual points.
A
A verified panelist has a unique
option to invite friends and family to
join a panel in which they are
already registered in by sending a
unique invitation link to the kin/kith
explaining to them why they joined.
When these receive the invite they
may then decide to join and their
referee earns extra points once the
invitees verify membership by
doubleoptin method.
B
R e a l i z i n g A f r i c a
5. R e a l i z i n g A f r i c a
3. Completed Survey
New Panelists complete their
profiling questionnaire and are
then segmented by their
similarities and differences
making them easy to target with
respect to relevance for
surveys. They may also choose
to download their survey app
compatible with android and
windows smartphones thus
keeping real close to survey
opportunities. Custom panels
EG student panels offer freebies
such as educational materials to
keep them engaged in between
surveys.
2. Profiling
Upon project launch, Targeted participants with qualified
criteria from several of our localized panels receive an email
invitation either via email or application alert in real time. The
invite has a unique link which they open and get filtered
through fingerprinting technology to eliminate the possibility of
duplication.
The responses are collected like a rainstorm with the
fastresponders pouring in really fast and busy members trickle
in for the last quota slots usually completing a survey within a
short period from launch.3.
3. Sampling
Upon survey completion, panelists are rewarded with
promised virtual points that they can redeem for their
pleasure.
6. Quality Control : Survey Start
Quality Control : Sampling
When selecting panelists to invite to a project (sampling), panelists cannot be invited more than once to
the same survey, and any other panelist using the same email address for more than one panelist
account is also excluded from sampling.
Our procured system tracks the status of each respondent, i.e. unique panelist invited to a specific project.
Respondents can only start a survey if their status indicates that they have not previously responded or, if
they have responded, have not completed or have been ‘terminated’ for some reason.
Further, Our procured system relies on two deduping technologies, ‘Unique Respondent’ and
‘RelevantId’ which can determine if a respondent has started the survey before.
Our procured system also has the ability to apply GeoIP validation on survey start to ensure the
respondent is located in the panel’s stated country when responding.
R e a l i z i n g A f r i c a
7. Q u a l i t y C o n t r o l . I n S u r v e y
Q u a l i t y C o n t r o l . P r o j e c t C l o s i n g
Q u a l i t y C o n t r o l . S u r v e y C o m p l e t i o n
We use endpoints (redirect URLs) that the client can use for terminating respondents that don’t
provide quality responses (e.g. straightliners).
Upon reaching a survey endpoint ( redirect URL), responses are checked for duplicate completes
while ‘Speeders’ and fraudsters are automatically detected and tracked (as suspicious).
As each respondent is associated with a unique identifier it is possible to compare IDs between Our
procured system platform and the client. Any suspicious responses can then be investigated and,
when required, excluded from the complete count to be marked as a bad response in our records.
R e a l i z i n g A f r i c a
15. C O M P A N Y . C O M
Household
• How many children under the
age of 18 live in your household?
• When were your children born?
• What is your accommodation
situation?
• What pets/animals do you keep?
• What is your marital status?
• How many live in the household?
• What is the gender of your
child(ren)?
• Do you actively participate in stock trading?
• If you actively participate in stock trading, how do you do your
trading?
• Which of the following financial products do you currently have,
on your own or jointly with others?
• Who do you have your main current account with?
• Who do you have other financial products with (other than current
account), including Mortgage, ISA’s, personal loans, savings etc.?
• What is your current household income?
• What is your personal income, before tax?
17. C O M P A N Y . C O M
Computers & Gaming
Which gaming platforms do you regularly use?
How many hours per week do you spend playing video/computer games?
Do you participate in online or virtual gaming playing others in a live environment around
the globe (e.g. Xbox Live or World of Warcraft)?
What kind(s) of video/computer games do you play?
What kind(s) of video/computer games do you play?
On average, how many computer/video games a month do you purchase?
Which of the following devices do you use to play games?
How do you play video/computer games?
Realizing Africa Online
Deep Profiling
20. Nigeria is Loading ...
Present Panel Count- 9,007.
Realizing Africa Online
21. E S O M A R 2 8
ESOMAR is the global organization that strives to enable
better quality research of markets, consumers and societies.
As part of their guidelines for conducting online research on
the Internet, ESOMAR has a series of questions designed to
help market researchers when purchasing and conducting
online research.
The primary aim of these 28 Questions is to increase
transparency and raise awareness of the key issues for
researchers to consider when deciding whether an online
sampling approach is fit for their purpose. Put another way,
the aim is to help researchers to ensure that what they
receive meets their expectations. The questions are also
designed to introduce consistent terminology for providers
to state how they maintain quality, to enable buyers to
compare the services of different sample suppliers. Notes on
the context of the questions explain why the questions
should be asked and which issues researchers should expect
to be covered in the answer.
22. COMPANY PROFILE
1. What experience does your company have in providing online samples for market research?
Context: Sample House was formed in August 2014 to act as a specialised branch of Afrovas & Research
Services Limited focusing on the development of online panels in Kenya and Africa in general in order to adapt
our methodological capabilities to changing global scene. Afrovas Research is a data collection firm with sole
purpose of providing third party data collection service to researchers and research suppliers alike. As such
providing a more general stable background that advises the establishment of our online panels.
2. Please describe and explain the type(s) of online sample sources from which you get respondents. Are these
databases? Actively managed research panels? Direct marketing lists? Social networks? Web intercept (also known as
river) samples?
� Active recruitment through telephone
� Active recruitment through facetoface (F2F) interactions
� Online recruitment using banners on different portals and websites
� Online recruitment through the signup portal using editorial space (media and publisher sources)
� Email recruitment through the own newsletters
� Specific invitations sent to the panel CATI & CAPI database.
� Email recruitment by sending invitations to a permissionbased database
� Social networks
� Affiliate traffic
SAMPLE SOURCES AND RECRUITMENT
SAMPLING AND PROJECT MANAGEMENT
7. What steps do you take to achieve a representative sample of the target population?
We use a survey system that supports quota control. Thus right from the very beginning
before launch, we are able to set all regional, gender and income quotas for example such
that these will be used in our internal firstscreener of sorts to the end that only open quotas
are allowed through to the client’s survey.
8. Do you employ a survey router?
Yes but not always as this is an optional setting. The Optimizer increases panel reach and
sample efficiency by addressing deficiencies in first generation standalone router systems,
which can often result in poor panelist experience and higher panelist churn.
Benefits include:
Increased permissionbased profiling depth as the system can easily store routing
qualification data in a panel member’s profile. This results in the ability to better target
surveys to panel members;
A superior optimization and routing experience for panel members as the Optimizer
leverages existing panel member profile information when matching a panelist to a survey,
minimizing the number of qualifying questions and the time in the optimization and routing
process;
Keeping panel members incentivized, happy and continuing to take surveys.
The router can be controlled on both a source and project basis. The optimizer use at project
launch is entirely an optional setting.
9. If you use a router: Please describe the allocation process within your router. How do you
decide which surveys might be considered for a respondent? On what priority basis are
respondents allocated to surveys?
Every respondent experience with begins with a direct email invitation. If the respondent
does not qualify for the intended survey (screenedout, quota full, etc.), Optimizer will
attempt to match the respondent to Esomar 28 Questions v.1 – page 4of 8 – 20th Nov 2013
another open study by matching the stored profile of the respondent to open studies. If there
is a match, there are no qualifying questions asked. If there is a partial match, the panellist
will be asked the remaining qualifying questions. The respondent can optout at any time
during the Optimizer experience. Survey allocation is randomized although the match rate
between respondent and open studies is considered.
10. If you use a router: What measures do you take to guard against, or mitigate, any bias
arising from employing a router? How do you measure and report any bias?
We only use Optimizer on studies that are not likely to be affected by or likely will not
negatively affect the available routed traffic. . With high volume and a wide mix of target
populations, we mitigate the risk of router bias. Sample House does not utilize routing
methods that can create systematic prioritization of certain categories or studies which
would create bias. The randomization element used in the routing algorithm is key. In the
event a client wants measurement and reporting, we make available a full dataset of the
respondent’s entire preprofiling process in the router.
11. If you use a router: Who in your company sets the parameters of the router? Is it a
dedicated team or individual project managers?
Project managers decide whether a project will utilize routing. All routing parameters are set
globally by a centralized operations team from our procured system’s experts. A carefully
selected and limited number of administrators have access to view or change these
parameters. Project managers can neither view nor change the global routing preferences.
Cint – Our technology provider, does not offer the router on selfservice (DIY) work.
provide samples from more than one source: How are the different sample sources blended together to ensure
How can this be replicated over time to provide reliability? How do you deal with the possibility of duplication of
ents across sources?
gle source.
ur sample source(s) used solely for market research? If not, what other purposes are they used for?
r market research. Though some other activities may be involved, it is solely for panel engagement purposes Eg;
of relevant information like business tips to sme panellists and educational content for student panels.
o you source groups that may be hard to reach on the internet?
our PAPI, CAPI or CATI database of respondents of specific hardtoreach profiles to ensure proper
tation. These had been asked for consent in a past survey which was done by the traditional methods and they
nsent for repeated future contact.
a particular project, you need to supplement your sample(s) with sample(s) from other providers, how do you
ose partners? Is it your policy to notify a client in advance when using a third party provider?
er to stick to the samples we can supply which is basically within our capacity. However, should there arise a
supplement any demanding quotas, we pass the decision back to our clients and present them with a known
ve for approval failure of which we Can Not proceed beyond our capacity. Basically we prefer to keep the