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B2C Case Study

Successfully Reaching Niche Audiences in Malta & Greece via CAWI

Project Overview :

This project involved a quantitative study with a target N of 300, requiring an Incidence Rate (IR) of 30% and a Length of Interview (LOI) of 15 minutes. All devices were accepted for participation.

Key Geographic & Audience Targets:

  • Malta:
    15-20 males aged 16-24 years
    25-30 males aged 25-34 years
    Greece:
    50 females aged 65+ years

Methodology:

The study was conducted using the CAWI (Computer-Assisted Web Interviewing) method, leveraging our robust online panel capabilities.

The Challenge:

The primary challenge in this project was the highly specific and niche nature of the target audiences, particularly:

Younger Males in Malta: Reaching a precise age bracket of young men in a smaller European market like Malta can be difficult due to lower online presence or less engagement with surveys compared to other demographics.

Elderly Females in Greece: Engaging females aged 65 and above in Greece via online surveys (CAWI) presented its own set of difficulties, often related to lower digital literacy, internet access, or general willingness to participate in online research among this demographic.

Such precise targeting in these specific geographies required advanced panel management, careful screening, and optimized invitation strategies to ensure both qualification and engagement.

Our Solution & Feasibility:

Despite the inherent complexities of these niche segments, our team successfully navigated the recruitment process. By leveraging our established online panels and employing refined CAWI techniques, we were able to precisely target and engage the required respondents in both Malta and Greece.

Our strategic approach ensured:

Effective Recruitment: Tailored invitation strategies to reach the specific age and gender groups.

Accurate Screening: Robust screening questions to ensure only qualified respondents participated.

High Engagement: Optimizing the survey experience for a 15-minute LOI to maintain respondent interest.

Outcome:

We are pleased to report that we were able to meet all project specifications, demonstrating full feasibility in reaching these challenging audiences. The project was successfully completed, delivering the required N and insights within the stipulated parameters. This project further solidifies our expertise in delivering high-quality data from hard-to-reach demographics across diverse international markets using the CAWI method.