The ins and outs of programmatic sampling from APIs to automation
The market research industry would not exist without its respondents: people answering questions about their favorite products and brands, which car they intend to buy, or how their grocery shopping habits have changed during the Covid-19 Pandemic.
To get accurate data, we need to reach the right respondents, which can be very time consuming, expensive, and complicated.
The problem is not just limited to the participants’ availability and potential apathy; whether the participant is even part of the intended demographic at all or whether they’re being asked the right questions.
We went from the age of snail mailing invites to online samples, and now we are in an age of “programmatic sampling”— the automation of survey data collection — which helps us at ROM to generate better information faster and more efficiently.
But — What is Programmatic Sampling?
As the name implies, programmatic sampling fully automates the matching process. It thus enables researchers to access the right target groups at a massive scale, which improves data retrieval and transmission by reducing costs, increasing efficiency, and reducing error.
Originally the programmatic sampling method came from the RTB system that ad companies used to bid the ad spaces on their websites or applications. They used APIs as a communication tool to deliver platforms for RTB to the highest bid buyers.
For programmatic sampling to work, it is necessary to create a connection to allow communication between the buyer and supplier applications — that’s when the API enters the sampling process.
An API, which stands for Application Programming Interface, uses a common language allowing our software applications to communicate with both buyer and supplier applications.
With an API-driven approach, samples can be delivered more intelligently and allow suppliers to match qualified respondents with survey opportunities accurately.
The instant access to deeply profiled, high-quality data 24/7 on a global scale using cutting-edge technology allows us at ROM to make mobile research easier, smarter, and faster than ever before.
What’s next? —The Rise of the Marketplace
As the supply and demand for online/mobile samples grow, a new ecosystem has seen the light. Programmatic sampling is still a new concept in the market research industry and has a long way to go, but it can change the way businesses perform market research.
But what’s coming next? Exchange platform.
An open marketplace enables real-time pricing and delivery of surveys. Buyers have full knowledge of the supplier providing the surveys thanks to the market place’s complete transparency. Buyers can also have full control regarding the selection of suppliers based on their specific needs. The marketplace also allows equal access to all sample buyers.
After programmatic sampling, the marketplace is, without a doubt, the next huge renaissance.
ROM continuously explores new technology and is moving towards the future of online sampling.