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
ESOMAR’s 28 Questions for Online Sample Buyers.
Opinion Space was launched in 2014 to act as a specialized African Research Agency with a focus on the development of online research panels in East and West Africa. Opinion Space was the first truly African panel community. Currently we have members from all 55 countries of Africa.
Ours are actively managed membership research panels. We employ the following approaches to recruitment:
Active recruitment through telephone
Active recruitment through face to face (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 permission based database
Solely for market research.
Occasionally, as part of value for our community members, we invite them to network with like-minded or special interest groups if its to their benefits. For example, we may expose our student-members to Free learning or internship opportunities, we sometimes introduce SME owners on our panel to networking and training opportunities organized by NGOs, Bankers or Government's empowerment programs.
We employ river sampling through our network of affiliate promoters. Thus through web-intercepts situated on hundreds of partner sites we are able to reach beyond our registered panelists.
Yes. We try to deliver client requests but where we cant we use integrated panels with our clients' consent.
Our survey system 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 first screener of sorts to the end that only open quotas
are invited and allowed through to the client’s survey.
No. All survey invitations are manually sent to participants by a skilled project manager. The aim is to ensure people are only invited to surveys that they are most-qualified for so as to enhance their experience on the community.
Standard profile data stored includes: email address, name, address, phone numbers, gender, postal code, year of birth, education level,
occupation and all panel specific profiling. We also have a number of standard questions (8 category questions with 5+ sub
questions) which are used across all countries to obtain detailed standardized data on panelists. These questions
include questions pertaining to: automotive preferences, healthcare, employment, travel, etc. This data is updated every time panelists
make changes to the profile information in their account, either proactively or through panel communications (profile survey s, newsletters,
The description of the process is best described in bulletins below.
a general description of the purpose of the project
the estimated length of interview
a statement of the confidentiality and anonymity of each respondent’s responses
the closing date for completed responses (if applicable)
access to full disclosure of incentive terms and conditions applying to the project
an explanation if the invitation is sent out on behalf of another research service provider (if applicable)
for panel members, the opportunity to unsubscribe or opt out of future research
are also clear instructions within the invite if the respondent is required to undertake a particular task, or is required to have a
specific software or capability on their PC, laptop, mobile or other device For those who do not wish to take part in the survey, there is a
‘ option that is embedded in the email The invite also includes a support email address for any queries relating to the survey.
Alternatively we also send push notifications to those with android devices to the same effect.
utilizes a reward system based on points. The number of points awarded is driven by the length of interview
(LOI). We have different value types of vouchers including airtime, cash, online shopping gift vouchers, checks or even mobile money. On reaching a points currency that can cover any of the gift options, panelists can redeem their rewards by purchasing any such vouchers with their points and have the item sent to them for utility. The size of the vouchers available is based on the number of points earned. Panelists can receive their rewards in
cash sent to their mobile wallets (e.g. via MPesa/Airtel Money /MTN Mobile Money/ Ecocash Ewallet or Paypal as applicable ).
levels have been set to encourage long term participation and to discourage professional respondents who seek to take surveys
only to obtain payment. A key feature that drives long term participation is that we choose a flexible incentive model that works best for our
members across the continent.
The demographics being sought (age, gender, regions, etc.)
Any non demographic targeting or behavioral criteria necessary to qualify
Any quotas or sub quotas which need to be achieved
Additional sampling (deployment) criteria if applicable (i.e. census representative deployment or balanced send outs to initiat e the
Estimated Length of the survey.
The estimated Incidence ratio within the general or specific target group.
Opinion Space has
a panelist/respondent satisfaction program. Every respondent that completes a questionnaire has the option to voice
their opinion. They are asked set questions on survey length, logic, language and are also able to give feedback in an open text box. This
information is available to clients upon request. We also analyse this information on an ongoing basis to identify any room for improvement
on our part.
For each project,
we provide standard information on number of responses, status of responses (i.e. completes, screen outs, quota full
and drop outs) as well as average length of interview and infield incidence rate. We also offer on request other statistics to the depth of
dropouts, screen outs , quality terminates and any hits of bad geo IP
In general, Opinion Space does not host the questionnaires for data collection. Accordingly, Opinion Space, mostly works with
cl ients to have
them deploy appropriate validation checks, including but not limited to: analysis of questionnaire completion time, data out lie rs, unanswered
questions and patterned responses. We further encourage our clients to add straight lining, red herring questions and other data quality
checks to their surveys. Respondents who do not pass these checks do not qualify as completes and do not qualify for an incentive. If a
client reports cheaters in a survey, Opinion Space project managers remove these from the survey through Our panel system and alert the
Panel management department with the list of (impacted panelist IDs). Opinion Space’s panel system also maintains a record of these IDs
internally. After a panelist receives “three strikes,” they are taken out of the panel permanently and denied any future access.
monitor the frequency of participation of all panel members on Opinion Space. Every panelist is also given a score based on their
hold detailed data for each panelist on which survey they have taken part in; therefore, a panelist can easily be included or excluded in
another survey. We also set a minimum quarantine period (i.e. the time between survey invitation mailings) to ensure panelists do not receive
too many invitations. Regardless of sample source, the policy allows for one invite and one reminder to a single survey opportunity. Typical
lock out periods for inviting to a new survey opportunity is seven days, but this can be vary depending on the country and panel.
Panelist may only complete the same survey once. Deduplication, re
use and the lock out period for quota fulls or terminates is set on a per
project basis based on client preference. The default allows no re entry once an official status (complete, terminate, etc.) is achieved. For
tracking surveys, de-duplication, re-use or lock out period for subsequent waves is applied according to client preference.
saves detailed panelist participation data which includes: panelist join date, last participation date, transaction history on all
surveys, redemptions, reward points transactions, etc. As Opinion Space strictly adheres to all applicable privacy law and regulation,
personally identifiable information is never made available.
includes an automated system that ensures all panelists are ‘quarantined’ after participating in a survey, meaning they cannot
be sent another survey for a certain amount of time.. The standard quarantine period on Opinion Space is seven days; however, this can
vary by panelist. Opinion Space utilizes an indexing system which gives each panelist a score depending on how active they are with
respect to survey participation. A participation history is recorded and additional exclusion can be applied on a subject category.
uses an advanced subject category quarantine capabilities which is available to those clients who need it. Respondents can
also be excluded from future surveys by excluding previous projects when we are selecting sample.
Opinion Space can provide participation history reports to clients on request
’s has a range of features to deal with professional/ duplicate respondents. The system includes stratified sampling to get
various types of respondents, including active and less active panelists. The length of the survey is evaluated and compared ag ainst
individual answers. Opinion Space identifies and excludes multiple panel respondents both through email address , mobile number and by
has a panel quality team that continuously analyzes panel data to identify ‘fraudulent’ or ‘inattentive’ panelists. Panelist
status is updated periodically. All panelists who remain entirely inactive for over a year are automatically quarantined until they re activate
their account by logging in once more.
all research stakeholders would agree, quality of response is also affected by the quality of the questionnaire. Opinion Space project
managers provide feedback to clients of all potential issues which could affect fieldwork, both before project launch as well as on project
At the time of panel recruitment, panelists are made aware of the purpose of the panel (i.e. to take part in market research
). Each panelist is
double opted in. When invites are sent out to panelists, they are notified of the confidential nature of their responses and gi ven the
opportunity to ‘opt out’ of the panel. As part of the registration process, panelists are asked to fill out several key profiling questions,
including a confirmation of their consent to join the market research panel. Upon confirmation, the panelist will receive an automatic email
sent directly to the email address they provided in the registration process, allowing them to double opt in to the panel. The email contains a
link within it, as well as a user name and password. The link will direct them back to the panelist site, hosted on our secured servers
where the panelist signs in with their username and password.
on panelist invites, on the website and the mobile application interface.
Opinion Space and its clients are all required to adhere to local data protection laws and legislation. All panelist information is treated in the
strictest of confidence and follows all applicable national or international law and regulations. If any research results or
confidential information is provided by a client, it is not used in any other research project unless the client authorizes it.
Other security measures in place include
SAMPLING SECURITY: Access to project information is only granted to the project manager who runs each project.
Users are automatically logged off after a given period of non activity. Users must sign in using a username and password Respondents reach their surveys by GUIDS (globally unique identifiers)
PANEL MANAGEMENT SECURITY: Access
panel and panelist information is not granted to anyone outside the company and even within such permission is only granted partially to support staff & the developer who maintains the
system. This does not include any personally identifiable data.
Users are automatically logged off after a given period of non activity.
Security Assessments, the SaaS Environment: The SaaS environment has been designed with security, high availability and performance in mind
All servers, services and networks are monitored 24 7 by both Our software teams and our hosting partner with operation teams on continuous availability.
The system uses Secure Sockets Layers (SSL) for all sampling, panel management and critical panelist information.
Opinion Space performs
a quality check on every survey before it is made available to panelists. Project managers thoroughly
test survey links for:
Correct implementation of re
Appropriate survey logic Appropriate language
Accurate quota set
Whether or not there is any personal, sensitive or prohibited questions being
Whether or not panelists can choose
a ‘prefer not to answer’ option with any income or ethnicity questions Overall quality and flow.
If the survey contains any sensitive material or content, then that is clearly cited in the survey invite and, where appropri
ate within the survey,
giving panelists the opportunity to opt out. As required, Opinion Space exercises NonDisclosure Agreements (NDAs) with clients and
panelists, highlighting the sensitivity of the material. These NDAs mandate that all information within the survey must be kept confidential and
any breach of proprietary information may be cause for legal action. Opinion Space maintains a detailed inventory of all relevant national
privacy law and regulations to ensure UpToDate compliance. If any item in the questionnaire or its fielding are not to compliance with Opinion
Space quality standards, the project manager will promptly communicate with the client making recommendations for any necess ary
changes. All such interactions are logged.
Yes. Our system
is certified to ISO 20252 and complies with ISO 26362 where possible. Accordingly, we can ensure that all controls and
procedures for project execution meet the requirements of ISO 20252 and where possible, ISO 26326.
Organisational structure and responsibilities, Confidentiality of research, Research documents and records management, Outsou
rci ng of
services, Project management, Recruitment measures, Panel structure and size, panel management, panel usage, Client reportin g
Data collection, validation, management and processing. Professional rules of conduct MRS/ESOMAR
there exists no uniform privacy regulations in Africa, Opinion Space has considered and adopted EUGDPR as a standard to align with
equivalent local regulations and guidelines that are either already active or brewing in Parliaments and African Law Makers. Such local
regulation include NITDA Guidelines Nigeria , and the 2013 POPIA Act S. Africa.
Opinion Space also recognizes and adheres to MSRA, NIMRA, SAMRA , MRS and ESOMAR association guidelines and professional
standards. Further, Opinion Space has put in place procedures to ensure high quality services from our project managers or
No. We do not allow the registration of persons under the age of 14 (oldest definition of a minor in all our coverage markets) to register on our community. However, we allow targeting parents based on their profile information and asking if they wish to pass the survey to their children thus establishing parental consent.