ivox ukraine 2016: online panel profile and sampling approach

iVOX Ukraine

updated: January 2016

iVOX Ukraine: Online Panel Profile

and Sampling Approach

RFQ us: [email protected]

Ukraine: the East European emerging market

Population size: 42.78 M people (#30 in the world) Territory square size: 603.6 K sq.km (#44) GDP per annum (2014): 131 MM USD Local currency: Ukrainian Hrivna (UAH). 1 USD = 24.9 UAH (by Jan.2016) Internet penetration level - estimate end of 2014: 70% (general population

15+ y.o.)

UA

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mailto:[email protected]


Penetration of internet usage in Ukraine is

70.6%* of total adult pop., by the end of 2015

* by inMind, one of the “official” internet penetration measurer.

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There are still certain barriers for: Political studies Certain part of (complicate) pharmaceuticals The low-end (the cheapest) tiers of consumer

goods Public services

Consumers of majority of the markets/ categories are

covered with regular internet usage

Perfectly studied via internet in Ukraine: FMCG categories, especially mid-tier and

premium E-commerce! All consumer services Home appl. and electronics! OTC pharma


iVOX online consumer panel,

one of the quality leaders in Ukraine

The pioneer of the Ukrainian market, since 2008.

Panel members have been recruited gradually during 7 years, for market research purpose only.

No artificial acquisition (purchase of database or similar); all panelists were engaged consciously.

Double opt-in registration. Only voluntary and conscious participation.

Fine profiled panel => good quality of targeting respondents.

Well balanced by sources of recruitment: 40+ online sources + 7% offline recruitment.

Very moderate deterioration of the panel. We conduct on average about 3.2 effective interviews per year / one panelist.

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Panel size: 81.2 K panelists

January 2016

11,7

22,1

37,5

47,4

54,5

62,8

70,1

80,2

2008 2009 2010 2011 2012 2013 2014 2015

Net Panel Size, K people

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Variables available for pre-targeting

Registration data (all 100% of the panel available)

Additional profiling (about 50% of the panel profiled)

•Gender

•Age

•Geographies (region, city)

•Urbanization (city size)

•Education

•Type of occupation

•Industry

•Business function (Profession)

•Company size

•Personal income

•Family income

•Family status

•Number, gender and age of children

•Responsibility for the main purchase types

•Type of internet connection

•Internet consumption intensity

•Current disposable income

•Frequency of consumption of the most popular beverages and alcohols

•Car possession and usage

•Personal e-gadgets possession and usage

•Internet access service provider name

•Mobile communication provider

•Mobile gadget operational system (OS)

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The panel profile: demographics

21%

7%

4%

3%

16%

38%

6%5%

Respondents by Family Status

Staying with my parents (or other relatives)

Solitary, no children

Solitary, with child(ren)

Living with friends (community house)

Married/cohabitating, no children

Married/cohabitating, with child(ren) in the house

Married/cohabitating, all children have left the house

40% 43%

14%

3%

Respondents by Age

16-29

30-44

45-59

60 +

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The panel profile: geography

26%

10%

15%9%

13%

27%

Respondents by UA Region

Kyiv

North

West

Center

South

East

54%

24%

9%

13%

Respondents by Size of Residence

Residence with more than

500 thousand inhabitants

Residence with 101-500

thousand inhabitants

Residence with 50-100


Residence with less than 50


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The panel profile: occupations

3% 4%3%

4%

9%

3%

7%

3%

3%2%

4%4%6%

1%

11%

3%

18%

12%

By Function (Speciality) Administration / secretary / front desk General management/direction

Communication Engineering

Finance Human resources

IT Legal

Art Logistics

Marketing Medical or paramedical

Education & training Research

Production Technical

Sales Other

42%

5%6%

10%

8%

8%

1%

1% 9%

3% 1%6%

By Occupation Type Employed as a full time employee

Householder

I am not working, unemployed

Periodically work on contracts of employment, part-time employee

Private entrepreneur, businessman (including farmers)

Self-employed worker (small private entrepreneur)

The soldier in army, rank and sergeant staff in the police

Study at the day form at technical school, college

Study at university

Pensioner

Disabled

Other, please indicate

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The unique approach to motivation of respondents

by iVOX

Healthy mix of motivations of the respondents (to participate in surveys):

˖ curiosity +

˖ loyalty to the panel “community” +

˖ desire to feel influential +

˖ interesting feedback to respondent (where methodologically possible) +

˖ entertainment +

˖ material remuneration (prize raffle) +…

Material (incentive) part is not dominating!

Incentives: the prize raffle only; never guaranteed payment => to avoid “professional respondents”.

Positive influence on the overall Client’s cost (especially for big samples).

This pattern of remuneration attracts middle class (rather than lower classes) = “marketing population”

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Key reasons for choosing iVOX

Ukraine online panel

Professional market research provider of access panel.

Big enough and high quality (authentic, well motivated) consumer panel.

Active response by respondents: 20%-40%+ , depending on particular target group and season of the year – within regular fieldwork timing (4-5 working days).

Attractive price terms for low-incidence Target Groups.

High quality of panel participants; very small share of “professional respondents”.

Local panel recruitment, control and project management staff in Ukraine.

European management principles and standards; regular participation in pan-European market research project held by leading agencies.

Leadership in cost efficiency = in line with current conditions of local UA market.

Outstanding sense of urgency and customer service.

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FMCG Hi-Tech / Finance Market Research Media & Advertising

Some references to our actual clients in Ukraine

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iVOX (group of companies) – independent

European market research bureau

Established in Belgium in 2004 as start up project by professors and students of Leuven University.

Has developed into big international business (subsidiaries, joint ventures in more than 20 markets).

Private company. The founders conduct and control business of the company in all geographies and projects.

Active participant of ESOMAR association.

Partnership with IBOPE Inteligencia – the leading LatAm research agency: coverage of Latin America and USA markets.

iVOX is a founder and shareholder of Proximity Panels, the international network of leading local online access panels in 70+ countries.

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iVOX quality “pillars”

1. Big and well managed proprietary panel of

consumers

2. “Expert in surveys”: experience and

excellence in organization of interviews

3. Unique and state-of-art approach to

recruitment and motivation of respondents

4. Innovative capabilities of CAWI

questionnaires and other software applied

5. High speed and technological level of our

projects

6. Respect and care of our respondents: we build

long term relationship and they respond with

fare participation and loyalty.

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Contact details of iVOX Ukraine

iVOX Ukraine LLC

+38 044 587 60 78

+38 098 883 5909

+38 050 822 0529

[email protected]

www.ivox.com.ua

www.ivoxgolos.com.ua

www.ivox.eu

http://twitter.com/ivoxua

http://www.slideshare.net/ivoxua


http://www.ivox.com.ua/

http://www.ivoxgolos.com.ua/

http://www.ivox.eu/

http://twitter.com/ivoxua

http://www.slideshare.net/ivoxua