1、EMI Research Solutions Sample Landscape Report 2024 Editionp 1EMI Research Solutions Sample Landscape Report 2024 EditionThe Sixth Annual Report on the Online Sample IndustryEMI Research Solutions Sample Landscape Report 2024 Editionp 2EMI Research Solutions Sample Landscape Report 2024 Editionp 3We

2、re excited to celebrate a remarkable 6th year of sharing The Sample Landscape with you.There really is nothing else like this unique report.I hope you gain something from it and that it can act as your guidebook to this ever-evolving industry.ForewordSharing the findings within The Sample Landscape

3、is always a proud moment for me and the EMI team.Michael Holmes CEO&Founder EMI Research Solutions Launching the 6th edition of The Sample Landscape feels surreal.This report has evolved into a labor of love for everyone at EMI,encapsulating the very essence of our mission:to do what is right for re

4、search.I take immense pride in our relentless industry analysis and adeptness in confronting our sectors ever-evolving challenges.Sharing the findings within The Sample Landscape is always a proud moment for me and the EMI team.Its a privilege to be able to give back to our industry,and it is someth

5、ing we relish and are deeply invested in.In this 6th edition,youll hear about our research-on-research,including an in-depth dive into respondent survey attempts(activity levels)and how they impact data,our findings on the public sentiment of the ongoing conflicts,perceptions of the economy and how

6、they have changed over the last three years,an examination of mental health,and more.In addition to learning more about our extensive research,youll also read new editorials from several expert team members.EMI Research Solutions Sample Landscape Report 2024 Editionp 5EMI Research Solutions Sample L

7、andscape Report 2024 Editionp 4Executive Summary 5Part 1:Traversing the Landscape 6 Background 8 Methodology 9 State of the Landscape 10Part 2:Panels and Their Differences 14 Consumer Research 16Part 3:Exploring Quality in the Landscape 20 Survey Attempts and Thier Impact on Data 22 What is the Impa

8、ct of High-Frequency Survey Taker 56 Survey Attempts and Thier Impact on Data Quality Measures 58Part 4:AIs Impact on the Landscape 64 Real vs.Synthetic Respondents 66Editorial:Advantages and Challenges of AI:A Researchers Perspective 78Part 5:Examining Current Events 80 Regional Conflicts and Publi

9、c Sentiment:How They are Viewed 84 In This Economy!?A Close Look at Perceptions of the US Economy from 2021 to Now 100 An Examination of Mental Health 107Editorial:A Deep Dive into Mental Health 122Dont Overlook This Apsect of Diversity:Ability in the Workplace 124Patriotism and Politics 128Table of

10、 Contents2023 was yet another year of changes,challenges,and innovation for the market research industry.A combination of a volatile economy and rapid ascent and adoption of breakthrough technology led to a year that can only be described as complicated.Here at EMI,were lucky to have a birds-eye vie

11、w of the industry and feel compelled to share this knowledge of the sample landscape with you.This 6th edition of our annual report will cover the current state of the industry,our findings on the panel differences,survey attempts and thier impact on data,editorials from industry experts,and our own

12、 specialty research.In this years report,we put a larger focus on data quality,specifically how the the number of surveys a respondents attempts can impact data,whether it is how their attitudes and behaviors differ,to how often they trigger various data quality measures.With all the discussions on

13、data quality,this aspect is one that is not readily talked about.In this report,youll also hear about the current state of the sample landscape.Well discuss the rise of artificial intelligence and its impact on the landscape,how the economy has impacted budgets,the decline of investment capital and

14、more.Additionally,well touch on the reduction of of mergers and acquisitions,the launch of a new global data quality initiative,and how the increase of data privacy legislation has influenced the landscape.Throughout this report,youll discover editorials penned by various esteemed team members.These

15、 pieces delve into a spectrum of topics,from the advantages and challenges of AI to discussions on mental health and beyond.These essays provide a valuable platform to gain insights from industry specialists on pressing issues within our field.The final section of The Sample Landscape includes our s

16、pecialty research.Every year,our research-on-research allows us to share findings on a variety of subjects.In 2023,we looked at the public sentiment around the ongoing regional conflicts,perceptions of the US economy,peoples mental health,ability in the workplace,and current views on patriotism and

17、the political landscape.This distinctive report stands out from any other resource in the market research industry.Were thrilled to unveil another year of invaluable insights with you.Executive SummaryTraversingthe landscapep7Part 1EMI Research Solutions Sample Landscape Report 2024 Editionp 9EMI Re

18、search Solutions Sample Landscape Report 2024 Editionp 8BackgroundMethodologyIn 2023,we fielded several waves to specifically examine differences in results when compared,as well as data quality in the sample industry,specifically around the survey activity of panelists.In addition,we included sever

19、al unique topics,including:Regional Conflicts and Public Sentiment:How They are Veiwed Perceptions of the US Economy from 2021 to Now An Examination of Mental Health Ability in the Workplace Patriotism and PoliticsEvaluation Metrics Consistency Concept Ratings Brand Ratings Device Usage Behavioral Q

20、uestions Traps/Open-End Quality Activity DataConsumer Sample Provider Types Double Opt-In Panels Mobile Panels API/Programmatic Sample Sources Dynamic/Real-Time Sample Sources Client Supplied SampleOver the past 15 years,weve delved deep into the world of panels and panelists,aiming to unravel the c

21、omplexity of the landscape.Our focus extends beyond knowing each sample provider;we take pride in understanding how they relate to one another and contribute to the bigger picture.We have completed numerous consumer waves,as panels can change quickly over time.Last year,we fielded three waves.Wave 1

22、:Jan 25 to Feb 6Wave 2:Jun 8 to Jun 16Wave 3:Oct 30 to Nov 13Consumer SpecificationsFor our research into the sample industry,we focused on consumers.The three waves of the study were conducted using a number of panel sources.The sample providers tested differed depending on the wave,so the number o

23、f providers and base sizes may vary.All findings of our research are presented blinded.ObjectiveThe objective of our research-on-research study is to evaluate,understand,and analyze the consumer portion of the sample industry for:Consistency Quality Device Usage Industry Trends And moreEMI Research

24、Solutions Sample Landscape Report 2024 Editionp 10EMI Research Solutions Sample Landscape Report 2024 Editionp 11predicted a coming recession that never materialized.Inflation continued to impact nearly every industry as prices and interest rates rose.These factors combined led many corporations to

25、go into cost-cutting mode,which impacted budgets.The budgetary impacts of end-clients were felt by many as the number of studies decreased and competition for what remained increased.Investment Capital Dries UpIn previous years,investment capital poured into the market research industry.It drove mer

26、gers and acquisitions,as well as growth.That was not the case in 2023.With the volatile economy continuing and the high-interest rates making borrowing money more expensive,we saw much venture capital investment dry up.Instead,investors looked to ensure that their investments continued to provide a

27、positive return,even if it meant cost-cutting and downsizing.Reduction in Mergers&AcquisitionsUnlike in previous years,where it seemed like there were new mergers and acquisitions weekly that caused shifts in the industry,2023 saw limited action in this area.While there were still some activities,th

28、e amount was severely reduced.The combination of a volatile economy,high-interest rates,and limited investment capital made a perfect storm that reduced M&A activity.As the economy becomes less volatile and interest rates come down,we expect M&A activity to return to previous levels.State of the Lan

29、dscapeIn 2022,we saw a bit of a return to normalcy after a few wild years driven by the pandemic and the recovery,even in a volatile economic environment.The economic climate in 2023 wasnt any less volatile.Combined with the rapid disruption brought on by the meteoric adoption of generative AI,all t

30、hat can be said is that 2023 was challenging.Artificial IntelligenceIf you thought you could get away from artificial intelligence in a report about the sample industry,you thought wrong.Artificial intelligence was the trend of 2023.Since the launch of ChatGPT in December 2022,the adoption of AI in

31、the market research industry has been unprecedented.Over the year,it seemed like a new tool that leveraged generative AI was launched daily,AI was the talk of all the conferences,and improvements to large language models seemed to be rolled out every few weeks.Innovations driven by artificial intell

32、igence didnt skip the sample industry.Custom GPTs and generative AI models were leveraged to launch synthetic respondents.These respondents could be custom-built based on target profiles of different consumers and could then be used within online quantitative research to garner feedback.Along simila

33、r lines,larger corporations started to develop their own custom large language models(LLMs)based on their unique customer profiles and audience data and have started to compare results to the data from their market research programs.The use of artificial intelligence wasnt just in the launch of new

34、tools or products;many people across the market research industry began to leverage generative AI tools to help them become more efficient.Whether it was to automate mundane tasks or to help increase efficiencies and speed,researchers were able to increase their bandwidth and put additional focus on

35、 more strategic tasks.The EconomyWe all thought the economy in 2022 was volatile,but it was nothing compared to 2023.The stock market continued to be a rollercoaster,while many economists EMI Research Solutions Sample Landscape Report 2024 Editionp 12EMI Research Solutions Sample Landscape Report 20

36、24 Editionp 13Privacy Legislation Ramps UpThe insights industry is no stranger to privacy and legislative updates,but 2022 seemed to have opened the floodgates for new data privacy legislation.The tide didnt stem any in 2023 either.New and supplemental privacy legislation was passed in Connecticut.D

37、elaware,Florida,Indiana,Iowa,Montana,Nevada,Oregon,Tennessee,Texas,and Washington,all of which were fairly unique to the state that passed it.The meteoric growth of generative AI didnt do anything to help slow down legislation either.We saw Congress start to debate different forms of AI legislation.

38、State legislatures didnt sit idly by on this either,as many started the initial process of developing legislation for artificial intelligence.The Industry Comes Together on Data QualityData quality has been a significant talking point for the market research industry for years.In 2023,several major

39、industry organizations,including Market Research Society(MRS),The Canadian Research Insights Council(CRIC),ESOMAR,Insights Association,SRCA,The Research Society,SampleCon,and The Market Research Austria(VMO),to launch a strategic collaboration called the Global Data Quality Initiative to address ong

40、oing and emerging risks to data quality in the market and social research,consumer insights and analytics industry.The sample landscape undergoes continual transformation,with new elements shaping its dynamics alongside persistent factors.Whether its advancements in AI,economic fluctuations,or regul

41、atory shifts,change remains the only constant within the sample industry.The new collaborative focuses on:The language of quality-how we refer to the different aspects of fraud,duplicates,and survey cleaning in ways that inform with accuracy and transparency Fraud detection tracking the prevalence o

42、f fraudulent survey completions by humans or bots and outlining best fraud detection and mitigation practices Identification and mitigation of bias from sample frame and representativeness Data quality in research surveys,and the resulting impact on overall quality of the data Improvement in the res

43、earch participant experienceIn 2023,several major industry organizaton launched a strategic collaboration to tackle data quality.Panels and their differences p15Part 2EMI Research Solutions Sample Landscape Report 2024 Editionp 17EMI Research Solutions Sample Landscape Report 2024 Editionp 16Introdu

44、ctionThroughout the years we have produced this report,a component of measuring the differences between panels has been their purchase intent of various concepts.We have tested multiple concepts through-out the years,including a fictional high-priced technology product,a low-cost consumer product,a

45、technology product from a well-known brand,an entertainment theme park,and a high-end retail store.This year,we added a new wrinkle to our analysis.We added a new AI/Augment-ed Reality wearable device concept and tested purchase intent at two different price points,$449 and$699.Consumer ResearchPart

46、 2Panels and their differencesTo set the baseline,we found the overall purchase intent of the AI/Augmented Reality wearable device concept to be 25%,but it changes depending on the price point.There is an 8-percentage point difference between the low-price version and the high-price version.EMI Rese

47、arch Solutions Sample Landscape Report 2024 Editionp 18EMI Research Solutions Sample Landscape Report 2024 Editionp 19Purchase Intent by PanelThe overall purchase intent of our new AI/Augmented Reality wearable device concept has an 18-point difference when comparing panels.The most significant diff

48、erence was between Panels B and C.The point differential actually goes up between Panels B and C with the low-priced version of the concept to 20 percentage points.With the high-priced version,the difference between panels gets as high as 19 points,with the largest difference being between Panels B

49、and D.This really highlights how panels differ from one another because of their attitudes and behaviors.Overall High PriceLow Price Exploring quality in the landscape p21Part 3EMI Research Solutions Sample Landscape Report 2024 Editionp 22EMI Research Solutions Sample Landscape Report 2024 Editionp

50、 23Introduction Data quality is always at the top of mind when discussing online quantitative research.Everyone talks about bots,fraudulent respondents,open-end quality,and more.What is never talked about is the sample itself,particularly the number of surveys a respondent attempts in a day and how

51、that might impact the data.Here at EMI,we incorporated the study of respondent activity level and its impact on results into our research-on-research.Over 2023,we monitored the activity level of respondents who completed our study.We have compiled our results and insights into this rarely talked abo

52、ut aspect of online survey research for the first time.For our activity analysis,we used the definition adopted by both CASE(Coalition for Advancing Sampling Excellence)and Research Defender.An activity is a survey attempt,with the respondent clicking on a link to access a survey.Survey Attempts and

53、 Their Impact on DataPart 3Exploring quality in the landscpeOne note about our research into respondents survey attempts(or activity level)we utilize Research Defenders platform to track a respondents activity.To accurately track a respondents activity across different surveys,the panel the responde

54、nt is part of must be part of the Research Defender ecosystem.If the panel the respondent belongs to is not part of the ecosystem,their activity data cannot be accurately tracked.We categorized respondents into the following activity level groups:=10 Attempted ten or less surveys in a 24-hour period

55、.11-49 Attempted between 11 and 49 surveys in a 24-hour period.50-99 Attempted between 50-99 surveys in a 24-hour period.100+-Attempted 100 or more surveys in a 24-hour period.*EMI automatically blocks respondents with 200 or more survey attempts in a 24-hour period.This may have impacted the number

56、 of high-activity respondents we included in the survey.EMI Research Solutions Sample Landscape Report 2024 Editionp 24EMI Research Solutions Sample Landscape Report 2024 Editionp 25Brand AwarenessWe looked at the average aided brand awareness of 22 different brands and broke down the results based

57、on the four activity level groups we outlined above.We found that the higher the number of surveys attempted,the lower the brand awareness.We also found that there was a 20-point difference in average brand awareness between the low-activity and the high-activity groups.This large difference could b

58、e due to respondents who attempt more surveys understanding that the more brands selected for awareness,the more questions they will have to answer.=1050-9911-49 100+Overall Brand AwarenessEMI Research Solutions Sample Landscape Report 2024 Editionp 26EMI Research Solutions Sample Landscape Report 2

59、024 Editionp 27Brand AwarenessNext,we took a deeper dive into a couple of the included brands.We observed that Coca-Colas brand awareness followed the same trend of declining brand awareness as the number of survey attempts increased.There is a 21-point difference between the low and high-activity g

60、roups.=1050-9911-49 100+Individual Brand Awareness-Coca-ColaEMI Research Solutions Sample Landscape Report 2024 Editionp 28EMI Research Solutions Sample Landscape Report 2024 Editionp 29Brand AwarenessSimilar to the overall trends and the trend we observed with Coca-Cola when looking at Bose,we foun

61、d that as survey attempts increased,brand awareness declined.There was a 21-point difference between the high and low activity groups,the same differential we found in Coca-Colas brand awareness.=1050-9911-49 100+Individual Brand Awareness-BoseEMI Research Solutions Sample Landscape Report 2024 Edit

62、ionp 30EMI Research Solutions Sample Landscape Report 2024 Editionp 31Brand AwarenessWhen we add the additional segmentation by panel,we see most panels follow the same brand awareness trend we have observed with the overall average.Panel B was the exception,whether due to their panel makeup,attitud

63、es and behaviors,or other factors.Brand Awareness by Panel-Coca-Cola=1050-9911-49 100+There is a 26-point difference between low activity and respondents who attempted 50+surveys.There is a distinct difference between respondents who have attempted less than 50 surveys in a day compared to those who

64、 have attempted over 50 in a day.EMI Research Solutions Sample Landscape Report 2024 Editionp 32EMI Research Solutions Sample Landscape Report 2024 Editionp 33Brand AwarenessWhen we add the additional segmentation by panel,we see most panels follow the same brand awareness trend we have observed wit

65、h the overall average.Panel B was the exception,whether due to their panel makeup,attitudes and behaviors,or other factors.Brand Awareness by Panel-Bose=1050-9911-49 100+EMI Research Solutions Sample Landscape Report 2024 Editionp 34EMI Research Solutions Sample Landscape Report 2024 Editionp 35Bran

66、d RatingWe asked respondents to rate brands they indicated they were aware of on a 4-point scale and looked at the top 2-box scores.We found that it was the opposite of what we observed with brand awareness.The positive brand rating increased as the activity level or survey attempts increased.We fou

67、nd the largest increase occurred specifically when the survey attempts were 50 or more in 24 hours.Overall,we found that there was a 9-point difference between the low-activity and the high-activity groups.While the point differential we observed with brand ratings was lower than brand awareness,it

68、was still substantial.=1050-9911-49 100+Overall Brand RatingEMI Research Solutions Sample Landscape Report 2024 Editionp 36EMI Research Solutions Sample Landscape Report 2024 Editionp 37Brand RatingCoca-Colas brand rating followed the overall trend,where the brand rating was higher in the higher act

69、ivity groups.What we found different was that the brand rating increased as survey attempts increased but dropped slightly with the highest activity group.=1050-9911-49 100+Individual Brand Rating-Coca-ColaEMI Research Solutions Sample Landscape Report 2024 Editionp 38EMI Research Solutions Sample L

70、andscape Report 2024 Editionp 39Brand RatingThe findings with Bose,a premium brand,were different than we observed with Coca-Cola.Instead of brand rating increasing as survey attempts increase,we found that they remained consistent until you reached the highest activity group,where we observed a dro

71、p similar to what we saw with Coca-Cola.In other premium brands we tested,we saw a similar trend to what we saw with Bose.=1050-9911-49 100+Individual Brand Rating-BoseEMI Research Solutions Sample Landscape Report 2024 Editionp 40EMI Research Solutions Sample Landscape Report 2024 Editionp 41Brand

72、RatingThe results by panel differ from the overall trend of increasing brand rating as the activity level increases.Activity level does play a part in the impact of the data,but so does the attitude and behavioral makeup of the panels.Brand Rating by Panel-Coca-Cola=1050-9911-49 100+EMI Research Sol

73、utions Sample Landscape Report 2024 Editionp 42EMI Research Solutions Sample Landscape Report 2024 Editionp 43Brand RatingWith a premium brand like Bose,we found that within the same activity level group,the percentage point difference increases as the activity level increases.With the respondents w

74、ho attempted ten or fewer surveys in 24 hours,there is only a 6-point difference across panels,whereas respondents who attempted 100+have up to a 24-point difference.Brand Rating by Panel-Bose=1050-9911-49 100+EMI Research Solutions Sample Landscape Report 2024 Editionp 45EMI Research Solutions Samp

75、le Landscape Report 2024 Editionp 44Comparing panels through the measurement and tracking of brand awareness and brand rating are just a couple of the methods we utilize.We also measure the purchase intent of various concepts.We asked about purchase intent on five concepts:a fictional high-priced te

76、chnology product,a low-cost consumer product,a technology product from a well-known brand,an entertainment theme park,and a high-end retail store.We averaged the top 2 box scores of all 5 concept ratings.Concept RatingsEMI Research Solutions Sample Landscape Report 2024 Editionp 46EMI Research Solut

77、ions Sample Landscape Report 2024 Editionp 47Concept RatingWhen looking at the overall average purchase intent of all five concepts,we found that it follows a similar trend to brand ratings-purchase intent increased as the activity level increased.We found a 19-point difference between respondents w

78、ho attempted ten or less surveys in a 24-hour period and respondents who attempted 100 or more.We also found that this trend holds across all concept types,whether low-cost grocery items,high-priced technology items,or experience-based concepts.Overall Concept Rating=1050-9911-49 100+EMI Research So

79、lutions Sample Landscape Report 2024 Editionp 48EMI Research Solutions Sample Landscape Report 2024 Editionp 49With our fictional high-priced technology concept,the purchase intent increased as survey attempts did,with a 22-point difference between the high and low-activity groups=1050-9911-49 100+A

80、cross all five concepts,no matter the concept type,we found that purchase intent was higher the higher the activity level.The amount of difference between the low activity group and the highest activity group fluctuated depending on the concept.The high-activity groups across all the concepts had a

81、50%+purchase intent,which was 15 to 23 points lower than the low-activity group.We saw the same trend in our theme park concept,where purchase intent increased as survey attempts did.With this concept,the difference between the high and low-activity groups was 17 points.=1050-9911-49 100+EMI Researc

82、h Solutions Sample Landscape Report 2024 Editionp 50EMI Research Solutions Sample Landscape Report 2024 Editionp 51As with the previous two concepts,with our low-priced consumer good concept,we found that purchase intent increases as survey attempts increase,with a 20-point difference between the lo

83、w and high-activity groups.=1050-9911-49 100+With the high-priced concept from a premium brand,we found that as activity levels increase,so does purchase intent.With this concept,there was a 23-point difference between the high and low-activity groups.The purchase intent of the final concept,the hig

84、h-end retail store concept,followed the overall trend but with the lowest point differential(15 points)between the high and low-activity groups.=1050-9911-49 100+EMI Research Solutions Sample Landscape Report 2024 Editionp 53EMI Research Solutions Sample Landscape Report 2024 Editionp 52Across all o

85、f the concepts and the different panels we tested,we found that higher activity levels correlated with a higher purchase intent.For instance,Panel As high-activity respondents have a top 2 box score of 76%,significantly higher than those in the low survey attempts.We also found that respondents with

86、 the highest survey attempts tend to have more consistent top 2 box purchase intent scores compared to respondents with lower survey attempts.While activity level can impact data,a panels behaviors and attitudes have a more considerable impact.This is highlighted when looking at the results of conce

87、pt 5,where purchase intent widely varies by panel.Concept RatingConcept Rating By PanelWith our fictitious technology concept,the purchase intent increased as activity levels increased with most panels.Panel C,which has the lowest number of high-attempt respondents,had a drop once the high-attempt g

88、roup was reached.=1050-9911-49 100+EMI Research Solutions Sample Landscape Report 2024 Editionp 54EMI Research Solutions Sample Landscape Report 2024 Editionp 55The purchase intent of our premium brand,high-dollar technology concept increases an average of 22 points when survey attempts get above 50

89、 in a 24-hour period.The purchase intent of our high-end retail store concept is higher in the higher activity groups(50-99 and 100+)than it is in the lower activity groups.=1050-9911-49 100+With our experience-based theme park concept,there is a 6-to-32-point difference in purchase intent between r

90、espondents who attempted less than 50 surveys and over 50 surveys in a 24-hour period across the panels.For the low-priced consumer good concept,the lower activity groups(those who attempted 10 or less and 11-49 surveys in a 24-hour period)across each panel have less variance in their results than t

91、he higher activity groups(50-99 and 100+survey attempts).The average variance of the low activity groups is 1.6 points when comparing the 10 or less survey attempts group to the 11-49 survey attempts group.On the other hand,the high-activity groups had an average variance of 14 points when comparing

92、 the 50-99 to the 100+survey attempt group.=1050-9911-49 100+EMI Research Solutions Sample Landscape Report 2024 Editionp 56EMI Research Solutions Sample Landscape Report 2024 Editionp 57What is the Impact of High-Frequency Survey Takers?Average Brand Awareness&Brand RatingThere was a 1%difference w

93、hen the high-activity respondent group was excluded from the overall.This trend was observed across average brand awareness,average brand rating,as well as all five concepts we tested.One item of note is that EMI internally sets its activity-based blocks at 200,which impacted the number of responden

94、ts who fell into the 100+activity level.Regarding the overall respondent population for the study,respondents who attempted 100 or more surveys in a 24-hour period made up a relatively small percentage of the overall audience.We found that while the data this group provides does impact the results,t

95、he impact is minimal given that they are the smallest percentage of the overall audience.We suspect that as the percentage of high-activity respondents increases,the effect on the data will also increase.Average Brand AwarenessAverage Brand RatingAverage Concept RatingsOverall100+ExcludedOverall100+

96、ExcludedEMI Research Solutions Sample Landscape Report 2024 Editionp 58EMI Research Solutions Sample Landscape Report 2024 Editionp 59Survey Attempts and Their Impact on Data Quality MeasuresSpeeders A respondent is determined to be a speeder if they complete the survey in one-third of the median le

97、ngth of interview time.Attention Check We asked two questions,one asking respondents to select“5”for Twitter and the other to select“5”for Tesla.If“5”was not selected in either question,they were flagged for inattentiveness.Overall,we observed an increase in the percentage of data quality failures a

98、s the number of survey attempts increased.This trend was observed across all five data quality checks we measured.Also,while high-activity respondents may have a limited impact on the data(depending on the percentage of the overall population),they do increase the number of blocked respondents in yo

99、ur survey.In addition to looking at the impact survey attempts have on data,we also examined whether activity level impacted data quality measures triggering.We examined five different data quality measures to see what percentage of respondents in each activity level group triggered which measure.Th

100、e five data quality measures we looked at were:Red Herring:Fictitious Brand Activity That Had Not Occurred in the Timeframe ProvidedOpen-End Response Analysis:Character Count of Open-End Response Word Count of Open-End ResponseStraight-line Responses Straight-line Responses to Brand Rating:Qualified

101、 by indicated awareness of any brand.Straight-line Responses to Brand Rating:Qualified by indicated awareness of at least four brands.As survey attempts increased,there was a 4-percentage point increase in respondents who failed our fictitious brand red herring.As with our fictitious brand red herri

102、ng,there was a 4-percentage point increase in the number of respondents who failed our other red herring that asked about an activity that had not occurred in the timeframe provided.Red Herrings:Fictious BrandsRed Herrings:Activity that Had Not Occurred In Timeframe Provided=1050-9911-49 100+EMI Res

103、earch Solutions Sample Landscape Report 2024 Editionp 60EMI Research Solutions Sample Landscape Report 2024 Editionp 61When looking for straight-lining in brand rating among respondents who selected that they were aware of any of the brands we asked about,we found that the number of respondents who

104、failed this data quality check doubled as the activity level increased.The trend of the percentage of respondents who failed a straight-line check doubling is also observed when we look at respondents who selected they were aware of at least four brands we asked about.Straight-line:Any Brands Select

105、ed as AwareStraight-line:Min.4 Brands Selected Aware=1050-9911-49 100+The average number of characters in open-end responses declined by 38%as the activity level increased.As observed with the open-end character counts,the average number of words used in open-end responses declined by 37%as the acti

106、vity level increased.Open-Ends:Character CountsOpen-Ends:Word Counts=1050-9911-49 100+EMI Research Solutions Sample Landscape Report 2024 Editionp 62EMI Research Solutions Sample Landscape Report 2024 Editionp 63As the number of survey attempts increases,there is a slight increase in the number of r

107、espondents who fail a speeder data quality check.There is a possibility that respondents who attempt 100+surveys in 24 hours may be aware enough to take their time so as not to trip this check.Failure of the attention check measure highlights how the number of respondents who fail the check increase

108、s as the survey attempts increase.The high-activity respondents failed this quality check 15 percentage points higher than the low-activity respondents.The data quality failure rate increased by 5%each activity level you go up.SpeedersAttention Check=1050-9911-49 100+=1050-9911-49 100+AIs impact on

109、the landscapep65Part 4EMI Research Solutions Sample Landscape Report 2024 Editionp 66EMI Research Solutions Sample Landscape Report 2024 Editionp 67IntroductionThe launch of ChatGPT in December of 2022 opened the artificial intelligence Pandoras Box.Since then,AI has taken market research and many o

110、ther industries by storm.Artificial intelligence was at the forefront whether you were at a conference,attending an industry webinar,or staying updated on industry news.One aspect of AI in 2023 was the concept of synthetic respondents.Synthetic respondents are respondents whose profiles,opinions,and

111、 survey responses are created using generative AI.Synthetic respondents are not just ChatGPT answers survey questions;they are custom-trained GPTs that can mimic target audiences or customer profiles and answer similarly to real respondents.Real Vs.Synthetic RespondentsPart 3AIs impact on the landsc

112、apeThroughout 2023,we saw the launch of synthetic panels,companies offering to create custom GPTs to use as synthetic respondents,and many brands starting to test and incorporate synthetic data into their market research approaches.As Mark Ritson wrote in his Marketing Week article,“The era of synth

113、etic data is clearly upon us.”1Just as we study online sample panels to understand their differences,we started testing synthetic respondents and comparing them to actual respondents to understand best the difference in the data that can occur.We built a custom GPT to mimic 18+US consumers to compar

114、e the results generative AI provided against what real respondents provided.In one of our tests,the GPT and real respondents provided feedback on a fictitious movie concept called Apology Olympics.EMI Research Solutions Sample Landscape Report 2024 Editionp 68EMI Research Solutions Sample Landscape

115、Report 2024 Editionp 69When looking at the different aspects of the movie concept overall,synthetic respondents were on target with their predictions about the movies title and characters,with a mere 2%difference from the real respondent responses.However,the synthetic respondents data didnt match r

116、eal respondents across the board.They overestimated the appeal of the plot by 17 points compared to real respondents,assuming it would be the standout aspect of the movie concept.The most significant discrepancy lay in the“None of the above”category,which unexpectedly 44%of real respondents selected

117、.This 39-point gap between synthetic and actual respondents highlights a crucial point:audience interests are diverse and often unpredictable,and their reasons for not being intrigued by certain movie elements can be just as telling as their excitement for others.We next separated the results by gen

118、der,where synthetic respondents foresight shone through in certain areas.They anticipated that males would have a stronger preference for the movies title than females,the same result we saw with real respondents.Synthetic respondents thought the movies story and characters would be more popular wit

119、h women,but the numbers told a different story.The data from real respondents showed that 32%of men were into the plot compared to 28%of women,and men liked the characters four points more than women.RealSyntheticReal-MalesReal-FemaleSynthetic-MalesSyntehtic-FemaleGenderOverallEMI Research Solutions

120、 Sample Landscape Report 2024 Editionp 70EMI Research Solutions Sample Landscape Report 2024 Editionp 71However,synthetic respondents results of increasing preference with age werent entirely accurate regarding the characters.While there was an upward trend until age 35-44,the preference dipped for

121、older age groups in the results from actual respondents.Interestingly,synthetic respondents movie cover prediction had a twist.They foresaw that older age groups would be likelier to like it.Still,the data from real respondents revealed the opposite trend,with older age groups showing less interest

122、than their younger counterparts.When we broke down the movie concepts by age,synthetic respondents predictions revealed some intriguing trends.They anticipated clear patterns for the title and plot that we also observed in the results from real respondents.The trend was straightforward:the younger y

123、ou are,the more likely you are to like the title and plot.AgeReal-18-24Real-45-64Synthetic-25-34Synthetic-18-24Real-25-34 Synthetic-45-64Real-35-44Real-65+Synthetic-35-44Synthetic-65+EMI Research Solutions Sample Landscape Report 2024 Editionp 72EMI Research Solutions Sample Landscape Report 2024 Ed

124、itionp 73The results from synthetic respondents were interesting when we looked at them by income.They foresaw clear trends for the title and plot,suggesting that the higher the income bracket,the more likely people would like these elements.However,the results from real respondents painted a differ

125、ent picture,showing no discernible trend in preferences for the title.As for the plot,the data showed an increase in likelihood with each income bracket until it peaked at$40,000-$59,999 and decreased in likelihood.Synthetic respondents hit the mark when predicting that the movie cover would be most

126、 popular among the under$20,000 income group.IncomeReal-Under$20KReal-$60,000-$99,999Synthetic-$20,000-$39,999Synthetic-Under$20KReal-$20,000-$39,999Synthetic-$60,000-$99,999Real-$40,000-$59,999Real-$100,000+Synthetic-$40,000-$59,999Synthetic-$100,000+EMI Research Solutions Sample Landscape Report 2

127、024 Editionp 74EMI Research Solutions Sample Landscape Report 2024 Editionp 75When looking across regions,there was a mix of accuracy between the data from synthetic and real respondents.The data from synthetic respondents anticipated that the Midwest would exhibit the highest affinity for the chara

128、cters.Still,the data from actual respondents indicated that they were,in fact,the least likely to favor them.Conversely,the South validated the trend predicted by the synthetic respondents by confirming it is the region most likely to appreciate the movie cover,with 15%of respondents expressing inte

129、rest.RegionReal-NortheastReal-WestSynthetic-MidwestSynthetic-NortheastReal-Midwest Synthetic-WestReal-SouthSynthetic-SouthEMI Research Solutions Sample Landscape Report 2024 Editionp 76EMI Research Solutions Sample Landscape Report 2024 Editionp 77The second-best area was where synthetic data matche

130、d actual respondents in predicting the audiences sentiment toward the“Characters.”Here,its predictions had an average difference of 7%,mirroring the same accuracy achieved with the“Movie Cover.”Notably,its best prediction was off by a mere 1%.Its worth mentioning that the synthetic data would have h

131、ad an even better average for“Characters”if not for one outlier-a 20%deviation from real respondent data for people over 65.The Bad:On the flip side,the custom GPTs predictions were not as great when assessing the audiences affinity for“None of the above.”Here,the difference between the real and syn

132、thetic respondents missed the mark by an average difference of 38%.We can break down the final results into two buckets:the good and the bad.The Good:Synthetic respondents showcased their prowess with spot-on accuracy in anticipating the audiences response to the“Title.”Its predictions for this elem

133、ent had an average difference of just 3%from the real respondents results.Whats even more impressive is that the synthetic respondents were within a mere 1%of the responses from real respondents in four instances.Although slightly higher at 6%,its maximum difference still demonstrated remarkable pre

134、cision.The Final ResultThe bottom line is that synthetic respondents can provide some directional insights depending on the concept,but research should still be conducted with actual respondents for actionable insights.EMI Research Solutions Sample Landscape Report 2024 Editionp 78EMI Research Solut

135、ions Sample Landscape Report 2024 Editionp 79ChatGPT was released in November 2022,marking a pivotal moment in the evolution of language models and the first of many new changes in my work processes.Although it was not the first language model to launch,it was the most significant and helped bring m

136、y attention to the AI industry.It provided me with a wealth of benefits,allowing me to automate repetitive tasks and unlock new insights.However,these newfound benefits were accompanied by several drawbacks.As we navigate these new technologies,its essential to recognize both the opportunities and c

137、hallenges AI presents in marketing research.From my perspective,one of the most prominent advantages that AI has brought to me involves data analysis.Data analysis has seen an enormous transformation with the application of AI,resulting in several key benefits:Efficiency:AI algorithms can process an

138、d analyze massive datasets significantly faster than I and other human researchers can.This rapid analysis accelerates insights and allows me to view data through a myriad of lenses.For one or two urgent queries about a dataset,the responses can be obtained much more rapidly.These automations have a

139、lso allowed me to allocate my time to other critical areas of market research.With “Survey sleuths”:While AI has been a difference maker for me as a researcher,it also presents a unique paradox in survey taking.ChatGPT and other language models are a wealth of information.They can write extensive pa

140、pers,pass MBA exams,and much more.So,who is to say that it cannot help a respondent qualify for a survey?Whether its helping with an open-ended response or answering difficult red herrings to help qualify,these language models can become valuable tools for respondents.Having open-ended questions ask

141、ing for feelings and emotions can help prevent some of these language models from giving a humanistic answer.However,this alone is not enough.the ability to create custom GPTs,I can now have an AI“assistant”for all areas of my job.Open-end analysis:Before using AI models,I would spend an abundant am

142、ount of time processing open ends and sentiments.Although much progress still needs to be made,AI has made great strides in processing sentiments,deciphering emotions,and identifying trends from open-ended responses.However,this comes with limitations.AI may not be as good as humans with understandi

143、ng sentiments and feelings,but it can be a great start.Despite the efficiency of AI processing data,it is not a panacea.People may be caught up by newfound automation and efficiencies,but there is still reason to be wary.AI still presents some challenges:Data quality:As the saying goes,“Garbage in,g

144、arbage out”is still true for AI-driven research.The insights you can generate from AI are as good as the dataset youre working with.It doesnt matter how fast you can analyze data or discover new insights if you are not working with a reliable dataset.Ensuring high-quality data remains a paramount co

145、ncern.Fortunately,at EMI,we pride ourselves on data quality and providing reliable datasets.Advantages and Challenges of AI:A Researchers PerspectiveJared Frank Insights Associate EMI Research Solutions Examining current eventsp81Part 5EMI Research Solutions Sample Landscape Report 2024 Editionp 82E

146、MI Research Solutions Sample Landscape Report 2024 Editionp 83Introduction The main focus of research-on-research every year is to better understand the sample landscape and its trends.But,we also devote a portion every year to specialty research that explores additional“hot”current events and other

147、 topics of interest.2023 was no different.We covered various topics,from the ongoing regional conflicts,the economy to an exploration of mental health and more.Specialty ResearchPart 5Examining current eventsThe full list of topics we covered include:Regional Conflicts and Public Sentiment:How They

148、Are Viewed In This Economy!?A Closer Look at Perceptions of the US Economy from 2021 to Now An Examination of Mental Health Dont Overlook this Aspect of Diversity:Ability in the Workplace Patriotism and PoliticsEMI Research Solutions Sample Landscape Report 2024 Editionp 85EMI Research Solutions Sam

149、ple Landscape Report 2024 Editionp 84Regional Conflicts and Public Sentiment:How They are ViewedStay on the Sidelines or Take an Active Role:Views on US Involvement in the Israel/Palestine ConflictSince October of 2023,much of the worlds focus has shifted from the Ukraine/Russia conflict to the Midd

150、le East,as Israel and Hamas have been at war with each other.The conflict between the Israelis and the Palestinian militant group could be considered a new conflict.Still,many historians believe it is just the latest chapter in the ongoing Israel/Palestine conflict that can be traced back to the mid

151、-nineteenth century.This latest chapter has increased support for both Israel and Palestine since October.In our research-on-research,we wanted to better understand peoples perspectives of the conflict and whether the United States should get involved.Overall,there is a predominant belief that the U

152、S should not get involved in the Israel-Palestine conflict,with nearly half of the respondents(46%)expressing this view.In contrast,only about one in every four people(24%)believe the US should be involved.Males are 9%more likely than females to think the US should get involved in the conflict betwe

153、en Israel and Hamas.Conversely,females exhibit a higher level of uncertainty or neutrality,being 15%more likely than males to be undecided or not have an opinion.Income levels play a significant role in shaping opinions on US involvement,where the higher the income group,the more likely they are to

154、believe the US should get involved.Conversely,individuals earning under$20,000 are the least likely to support US involvement,with only 19%in favor,and those earning between$60,000 and$99,999 are most likely to be against it,with nearly half(50%)holding this view.Should the US get involved in the Is

155、rael/Palestinian conflict?Should the US get involved in the Israel/Palestinian conflict?MaleFemaleUnder$20K$20,000-$39,999$40,000-$59,999$60,000-$99,999$100,000+EMI Research Solutions Sample Landscape Report 2024 Editionp 87EMI Research Solutions Sample Landscape Report 2024 Editionp 86Should the US

156、 get involved in the Israel/Palestinian conflict?Should the US get involved in the Israel/Palestinian conflict?Ethnic background also shapes viewpoints on US involvement in the Israel-Palestine conflict.Asians or South Asians are most likely to support US involvement,with 28%favoring this stance.Afr

157、ican Americans are most inclined to oppose US involvement,with a notable 49%against it,closely followed by Hispanic/Latino respondents at 47%.Across panels,opinions varied regarding US involvement in the Israel-Palestine conflict.Panels A and C show the strongest support for US involvement,each with

158、 27%of respondents in favor.In stark contrast,Panel B exhibits the highest opposition,with 54%believing the US should not get involved.Caucasian/WhiteAfrican American/BlackAsian or Pacific IslanderHispanic/LatinoOtherPanel APanel BPanel CPanel DPanel EEMI Research Solutions Sample Landscape Report 2

159、024 Editionp 89EMI Research Solutions Sample Landscape Report 2024 Editionp 88Who do you tend to most empathize with in the Israel/Palestinian conflict?Whether or not the US should get involved was only one angle we explored when trying to gauge public sentiment around the Israel/Hamas conflict.The

160、current polarized climate of todays world makes this conflict a contentious one,with people voicing their support for Israel and Palestine.We delved deeper to understand better peoples empathy around the current conflict and who they are empathizing with the most.Overall,there is greater empathy tow

161、ards Israel over Palestine,with one-third of respondents showing this preference.Interestingly,theres a 14%higher likelihood of people empathizing with neither side compared to those empathizing with Palestine,and 28%are unsure of who to empathize with.IsraelPalestineNeitherMales are 9%more likely t

162、han females to think the US should get involved in the conflict between Israel and Hamas.Conversely,females exhibit a higher level of uncertainty or neutrality,being 15%more likely than males to be undecided or not have an opinion.Income levels play a significant role in shaping opinions on US invol

163、vement,where the higher the income group,the more likely they are to believe the US should get involved.Conversely,individuals earning under$20,000 are the least likely to support US involvement,with only 19%in favor,and those earning between$60,000 and$99,999 are most likely to be against it,with n

164、early half(50%)holding this view.Who do you tend to most empathize with in the Israel/Palestinian conflict?MaleFemale18-2425-3435-4445-6465+EMI Research Solutions Sample Landscape Report 2024 Editionp 91EMI Research Solutions Sample Landscape Report 2024 Editionp 90RepublicanDemocratThose with incom

165、es above$100,000 empathize with Israel 21%more than individuals earning below$20,000.Political affiliation significantly influences empathy.Half of Republicans empathize with Israel,which is 22%more than Democrats.Meanwhile,Democrats are 5%more likely to empathize with Palestine.Who do you tend to m

166、ost empathize with in the Israel/Palestinian conflict?Caucasians are the most likely to empathize with Israel at 39%,15%more than any other ethnicity.Conversely,Asians or South Asians demonstrate the strongest empathy towards Palestine,at 27%.Analyzing results by panels found Panel B stands out with

167、 the lowest empathy towards Israel,at just 18%,compared to the 30%+across the other four panels.Meanwhile,Panels A,C,and E display a stronger inclination towards empathizing with Israel,while Panel D has the highest empathy rate for Palestine.Who do you tend to most empathize with in the Israel/Pale

168、stinian conflict?Caucasian/WhiteAfrican American/BlackAsian or Pacific IslanderHispanic/LatinoOtherPanel CPanel APanel BPanel D Panel EUnder$20K$20,000-$39,999$40,000-$59,999$60,000-$99,999$100,000+EMI Research Solutions Sample Landscape Report 2024 Editionp 93EMI Research Solutions Sample Landscape

169、 Report 2024 Editionp 92Which of the following countries are good?Perceptions of Countries Currently Involved in a Conflict:Good Vs.Bad2023 saw one conflict enter its second year and another one start.As both conflicts look to remain in the public eye for the foreseeable future,we wanted to understa

170、nd the public perception around how the various countries involved in these conflicts are viewed,whether they are considered“Good”or“Bad.”The GoodOverall,the United States stands out at the top with an 82%positive rating,significantly higher than any other country we asked about.Russia and Palestine

171、 were on the other end of the spectrum,with a positive perception of only 7%and 13%,respectively.MaleFemaleThe positive perception of the United States is nearly identical when the results are broken down by gender.Differences come into play when looking at Russia,Ukraine,and Israel.For Russia,males

172、 show a slightly higher positive perception(9%)than females(7%).In Ukraines case,males have a noticeably higher positive view at 33%,while females are at 27%.Similarly,Israel is viewed more positively by males(35%)than females(29%).The breakdown by age reveals a notable trend where positive views of

173、 the countries generally increase with age.The United States is viewed more favorably by older age groups,starting from 74%in the 18-24 category and climbing to 91%in the 65+group.Ukraine and Israel both exhibit a significant rise in positive perception among older respondents.For Ukraine,the positi

174、vity rate increases from 25%among younger groups to 50%in those 65 and older.Which of the following countries are good?18-2425-3435-4445-6465+EMI Research Solutions Sample Landscape Report 2024 Editionp 95EMI Research Solutions Sample Landscape Report 2024 Editionp 94RepublicanDemocratTheres a gener

175、ally high positive perceptions of the United States across all income brackets.Ukraine and Israel both show an upward trend in positive perception as income increases.Ukraine starts at 22%in the under$20,000 category and rises to 38%in the$100,000+bracket.Similarly,Israels positive perception increa

176、ses from 23%in the lowest income group to 41%in the highest income category.While the United States and Russia see similar results to what we have seen in other demographic breakdowns,notable differences emerge with Ukraine and Israel.Ukraine is viewed more positively by Democrats(38%)than by Republ

177、icans(25%)and Independents(30%).Israel,on the other hand,shows a stark contrast:Republicans exhibit the highest positive perception(45%),significantly more than Democrats(28%)and Independents(33).Which of the following countries are good?When looking at the results by ethnicity,the United States has

178、 a high positive perception across all,with the most favorable view by Caucasians.Russia has a uniformly low positive perception across all ethnicities.For Ukraine and Israel,the highest positive perception is observed among Caucasian individuals,while African-Americans and Asians or South Asians ha

179、ve a significantly lower positive view of both countries.Examining the results by Panel shows some differences in perceptions,specifically of Ukraine and Israel.Ukraine shows a notable 13%difference between Panel A and Panel D.Israels perception also varies considerably,with a 16%difference between

180、Panel A and E.Which of the following countries are good?Caucasian/WhiteAfrican American/BlackAsian or Pacific IslanderHispanic/LatinoOtherPanel CPanel APanel BPanel D Panel EUnder$20K$20,000-$39,999$40,000-$59,999$60,000-$99,999$100,000+$IndependentEMI Research Solutions Sample Landscape Report 2024

181、 Editionp 97EMI Research Solutions Sample Landscape Report 2024 Editionp 96Which of the following countries are bad?The BadAs a counterbalance,we also wanted to understand peoples perception of which country is considered bad.Overall,Russia has the highest perception of being bad at 69%,while the re

182、sults are the opposite of what we saw when asked about which countries were good.The age breakdown reveals several distinct trends in which countries are viewed as bad.Theres a clear decrease in negative perceptions as age increases.We see the opposite for Russia as the negative perception increases

183、 with age.For Palestine and Israel,we see a similar trend to the United States and Russia.Israels negative perception decreases with age while Palestines goes up.When looking at the results by income,we found that those in the lowest income bracket have the highest negative perception of the United

184、States and the lowest for Russia.We also uncovered that the negative perception of Palestine increases as income increases.Unlike other demographic breakdowns,we do not see the reverse with Israelinstead,their negative perception peaks in the middle-income bracket.Which of the following countries ar

185、e bad?18-2425-3435-4445-6465+Under$20K$20,000-$39,999$40,000-$59,999$60,000-$99,999$100,000+EMI Research Solutions Sample Landscape Report 2024 Editionp 99EMI Research Solutions Sample Landscape Report 2024 Editionp 98The perception that the United States is bad has a 12-point difference depending o

186、n a respondents political affiliation.Russia is perceived negatively across the board,with little variation between Republicans,Democrats,and Independents.In the case of Ukraine,theres a higher negative perception among Republicans(23%)compared to Democrats(14%).For Palestine,the negative perception

187、 peaks among Republicans at 42%,which is 18 points higher than among Democrats.Israels negative perception is 8 points higher among Democrats and Independents compared to Republicans.When looking at the results by region,we see that while the negative perceptions of the United States and Russia are

188、relatively consistent,we see some variances in the perceptions of Palestine and Ukraine.The Midwest has the highest perception that Palestine and Ukraine are bad,7 points higher than the Northeast and West.Which of the following countries are bad?In the breakdown of results by ethnicity,we see that

189、Caucasians have the lowest negative perceptions of the United States and Israel and the highest for Russia and Palestine.African Americans have the highest negative perceptions of the United States and the lowest of Palestine.The perceptions of which country is bad vary greatly by Panel.There is a 2

190、3-point difference in the negative perception of Russia between Panel E and C.There was also a 19-point difference in negative perceptions of Palestine between these same panels.Which of the following countries are bad?Caucasian/WhiteAfrican American/BlackAsian or Pacific IslanderHispanic/LatinoOthe

191、rPanel CPanel APanel BPanel D Panel ERepublicanDemocrat$IndependentNortheastMidwest$SouthWestEMI Research Solutions Sample Landscape Report 2024 Editionp 101EMI Research Solutions Sample Landscape Report 2024 Editionp 100In This Economy!?A Closer Look at Perceptions of the US Economy from 2021 to No

192、wWere quick to say the US economy in 2023 was the worst weve seen in a while.However,looking back just a few years,well see that this sentiment is not exactly true.In our research-on-research,we asked respondents about their feelings on the current state of the US economy.The good news is that weve

193、asked respondents this question for the past three years of research-on-research to compare attitudes over several years.Overall,we found that 65%of respondents are displeased with the current state of the US economy.This is unsurprising as high inflation,layoffs,and other negative things impact the

194、 economy.How pleased are you with the current state of the economy?DispleasedPleasedHow pleased are you with the current state of the US economy?(Bottom 3 Box)Across panels,opinions varied regarding US involvement in the Israel-Palestine conflict.Panels A and C show the strongest support for US invo

195、lvement,each with 27%of respondents in favor.In stark contrast,Panel B exhibits the highest opposition,with 54%believing the US should not get involved.202120222023EMI Research Solutions Sample Landscape Report 2024 Editionp 103EMI Research Solutions Sample Landscape Report 2024 Editionp 102When loo

196、king at perspectives by gender,we see that females are 12%more likely than males to feel displeased with the current state of the US economy.Looking at perspectives by gender year-over-year,we see that males were 20%more likely to be displeased with the state of the US economy in 2022 than in 2021.F

197、emales are the most likely to be displeased with the state of the US economy in 2023.Both men and women hit peaks of displeasure with the state of the economy in 2022.How pleased are you with the current state of the US economy?(Bottom 3 Box)When it comes to age,we see a slight trend where the older

198、 a person is,the more likely they are to be displeased with the current state of the US economy.30-39-year-olds are the least likely to be displeased with the current state of the US economy(15%less likely than 50-62-year-olds who are the most likely to be displeased.)Lets look at perspectives by po

199、litical affiliation.We see that the results are split among party lines,with Republicans being the most likely to be displeased with the current state of the US economy,34%more likely than Democrats.How pleased are you with the current state of the US economy?(Bottom 3 Box)18-2430-3940-4950-6263+Ind

200、ependentRepublicanDemocratMaleFemaleEMI Research Solutions Sample Landscape Report 2024 Editionp 105EMI Research Solutions Sample Landscape Report 2024 Editionp 104Looking at perspectives by political affiliation year-over-year,we see that Republicans are most likely to be displeased with the state

201、of the US economy each year,with significant differences from Democrats.Republicans were 38%,31%,and 34%more likely to be displeased with the state of the US economy than Democrats in 2021,2022,and 2023,respectively.Regarding ethnicity,we see that Caucasians are the most likely to be displeased with

202、 the US economy.African Americans are the least likely to be displeased with the current state of the US economy(19%less likely than Caucasians).How pleased are you with the current state of the US economy?(Bottom 3 Box)By region,we see that people in the Northeast are the least likely to be displea

203、sed with the current state of the US economy-10%less likely than those in the Midwest.Looking at perspectives by region from 2021 to 2023,we see that 2022 continued to be the year where people were most likely to feel displeased about the state of the US economy.In fact,every region saw a 15%+increa

204、se in people feeling displeased from 2021 to 2022.How pleased are you with the current state of the US economy?(Bottom 3 Box)NortheastSouthMidwestWestIndependentRepublicanDemocratCaucasian/WhiteAfrican American/BlackAsian or Pacific IslanderHispanic/LatinoEMI Research Solutions Sample Landscape Repo

205、rt 2024 Editionp 107EMI Research Solutions Sample Landscape Report 2024 Editionp 106How pleased are you with the current state of the US economy?(Bottom 3 Box)Finally,we look at responses by Panel.Here,we see differences in perspectives of the US economy up to 37%,as seen between Panels C and E.Pane

206、l CPanel APanel BPanel D Panel EAn Examination of Mental HealthCurrent Mental HealthMay was Mental Health Awareness Month!During this month,many people and brands recognize efforts being made to stop the stigma regarding mental health.In our research-on-research,we asked respondents about their curr

207、ent mental health and experience of several mental health issues.Each graph in this section represents the percentage of respondents bothered by these problems,saying they experienced these problems“more than half the days”or“nearly every day”in the last two weeks.Overall,just under 20%of respondent

208、s have experienced mild to moderate symptoms of depression,and just under 10%struggled with severe symptoms of depression.According to the World Health Organization,an estimated 3.8%of the population experience depression,including 5%of adults and 5.7%of adults over the age of 60.Over the last two w

209、eeks,how often have you been bothered by any of the following problems?(Top 2 Box)EMI Research Solutions Sample Landscape Report 2024 Editionp 109EMI Research Solutions Sample Landscape Report 2024 Editionp 108When looking at responses by gender,we found that the results for both males and females w

210、ere almost equal in terms of experiencing the mental health issues we asked about.However,males are 3%more likely to say they experience thoughts that they would be better off dead or hurting themselves.This finding seems to dispel the stigma that men do not experience mental health issues as often

211、as women.We also looked at experience of mental health issues by age.Here,we found a correlation between age and mental health.The older a person is,the less likely they are to say they have been bothered by these problems.Gen Z are the most likely to have been bothered by these problems(13%,14%,14%

212、,and 8%higher than the overall average,respectively.)Some of these findings may be due to the recent decline in stigma surrounding conversations about mental health among younger generations.Older respondents could be less likely to discuss issues in their mental health due to the ingrained stigma a

213、round it.Over the last two weeks,how often have you been bothered by any of the following problems?(Top 2 Box)When it comes to ethnicity,African American respondents are the most likely to experience little interest or pleasure in things and most likely to feel down,depressed,or hopeless.Hispanic re

214、spondents are the most likely to feel bad about themselves.Here,we see differences up to 5%higher and 7%lower than the overall average by ethnicity.Our findings based on income are interesting-can money actually buy happiness?We found that the higher a persons income,the less likely they are to have

215、 been bothered by the following problems.In fact,less than 10%of people with incomes above$100,000 have experienced these mental health issues.Those with incomes below$50,000 are all above the overall average for experiencing these mental health struggles,while all respondents with incomes above$50,

216、000 are below the overall average.Over the last two weeks,how often have you been bothered by any of the following problems?(Top 2 Box)MaleFemaleGen ZMillennialsGen XBoomersCaucasianHispanicAfrican AmericanAsianUnder$25K$75,000-$99,999$25,000-$49,999$100,000+$50,000-$74,999EMI Research Solutions Sam

217、ple Landscape Report 2024 Editionp 111EMI Research Solutions Sample Landscape Report 2024 Editionp 110We also looked at the data by marital status.We found that married people are the least likely to experience these mental health issues.Single people are the most likely to experience these issues,t

218、hough just slightly higher than those who are divorced or separated.Here,we see differences up to 7%higher and 8%lower than the overall average.We dove a little deeper and broke down the data by marital status and gender.We first note that we had smaller sample sizes for males and females who are di

219、vorced/separated.Divorced/separated males and single females are the most likely to have been bothered by these problems in the last two weeks.Single males and single females are the most likely to have had thoughts that they would be better off dead or hurting themselves.Over the last two weeks,how

220、 often have you been bothered by any of the following problems?(Top 2 Box)When looking at responses by Panel,we see that Panel B is the most likely to have been bothered by these mental health problems,with both Panels A and B having responses above the overall average.Panel C has the lowest percent

221、age of respondents who have struggled with these issues in the last two weeks,up to 6%lower than the overall average.Male-SingleMale-MarriedMale-Divorced/SeperatedFemale-SingleFemale-MarriedFemale-Divorced/SeperatedPanel APanel BPanel CAgain,we see that married people,regardless of gender,are the le

222、ast likely to have been bothered by these problems in the past two weeks,followed by single males and divorced/separated females.Here,we also see responses up to 12%higher and 10%lower than the overall average.Over the last two weeks,how often have you been bothered by any of the following problems?

223、(Top 2 Box)SingleMarriedDivorced/SeperatedEMI Research Solutions Sample Landscape Report 2024 Editionp 113EMI Research Solutions Sample Landscape Report 2024 Editionp 112How often do you feel stressed or overwhelmed in your daily life?(Top 2 Box)Stressed and OverwhelmedWe continued our mental health

224、 exploration by asking people if they experience stress and feel overwhelmed in their daily lives.If youre feeling stressed or overwhelmed,youre not alone.Overall,68%of people occasionally or very often feel stressed or overwhelmed in their daily lives.Looking at the data by gender,we see that femal

225、es are 8%more likely than males to feel stressed or overwhelmed occasionally or very often in their daily lives.When we take a deeper look at the data by gender and region,here we see that females have more significant differences across regions than males.Females in the West are more likely than an

226、y other region(and males)to feel stressed or overwhelmed daily,while Males in the West are less likely to feel stressed or overwhelmed than anyone else.How often do you feel stressed or overwhelmed in your daily life?(Top 2 Box)MaleFemaleNortheastMidwestSouth,999WestEMI Research Solutions Sample Lan

227、dscape Report 2024 Editionp 115EMI Research Solutions Sample Landscape Report 2024 Editionp 114Breaking down the results by age,we see that feelings of stress and being overwhelmed in daily life peak with those aged 30-39(6%more likely than any other age group)and then gradually decrease as a person

228、 gets older.People aged 63+are less likely than any other age group to feel stressed or overwhelmed daily(36%less likely than those aged 30-39.)If we take a closer look at feelings of stress by age and gender,we see that males experience less stress the older they get,whereas females see an increase

229、 in stress from ages 30-49,then decrease.We see up to a 26%difference among age groups for males and up to a 22%difference among age groups for females.How often do you feel stressed or overwhelmed in your daily life?(Top 2 Box)When looking at the data by political affiliation,we see that Democrats

230、are the most likely to feel stressed or overwhelmed daily.Republicans are the least likely to feel stressed or overwhelmed(6%and 11%less than Democrats,respectively.)We see that Hispanics are the most likely to feel stressed and overwhelmed occasionally or very often in their daily lives,4%more like

231、ly than any other group.African Americans are the least likely to feel stressed and overwhelmed daily.How pleased are you with the current state of the US economy?(Bottom 3 Box)CaucasianAsianAfrican AmericanHispanic18-2930-3918-2930-4950+RepublicanIndependentDemocrat50-6263+40-49EMI Research Solutio

232、ns Sample Landscape Report 2024 Editionp 117EMI Research Solutions Sample Landscape Report 2024 Editionp 116How often do you feel stressed or overwhelmed in your daily life?(Top 2 Box)Finally,we look at the data by Panel.Here,we see differences in experiences of stress and feelings of being overwhel

233、med up to 20%,as seen between Panels E and A.Panel CPanel APanel BPanel D Panel EMothers and Mental HealthIn May,we celebrated both Mental Health Awareness Month and Mothers Day!These two holidays gave cause to examine how moms cared for their mental health.We asked respondents about their experienc

234、e with several mental health issues.In this blog,we will be looking at responses specifically from mothers.Overall,just under 20%of respondents have experienced mild to moderate symptoms of depression,and just under 10%struggled with severe symptoms of depression.According to the World Health Organi

235、zation,an estimated 3.8%of the population experience depression,including 5%of adults and 5.7%of adults over the age of 60.We are classifying moms as the average and then taking a closer look at single moms and married moms:Overall,we found that single moms are the most likely to be bothered by the

236、listed problems,while married moms are the least likely to be bothered by these issues.Unfortunately,single moms are 15%more likely to feel bad about themselves than married moms(10%higher than the overall average).According to the Centers for Disease Control and Prevention,about 1 in 10 women in th

237、e United States reported symptoms that suggest they experienced an episode of major depression in the last year.The findings of our research are slightly higher than that.Over the last two weeks,how often have you been bothered by any of the following problems?(Top 2 Box)Moms Single MomsMarried Moms

238、 EMI Research Solutions Sample Landscape Report 2024 Editionp 119EMI Research Solutions Sample Landscape Report 2024 Editionp 118We also found that single moms are 11%more likely than married moms to have a poor appetite or overeat and 13%more likely than married moms to have trouble falling asleep

239、or sleeping too much.Married moms are 3%more likely to feel tired or have little energy.Symptoms of Mental Health When looking at symptoms of mental health,we see that single moms are 14%more likely than married moms to be highly symptomatic(8%more likely than the overall average.)They are also 18%l

240、ess likely than married moms to say they have no symptoms.for females.Over the last two weeks,how often have you been bothered by any of the following problems?(Top 2 Box)DiagnosesIn this same series of questions,we asked moms if a physician had ever given them a mental health diagnosis.Single moms

241、are 16%more likely than married moms to have been diagnosed with depression and 13%more likely than married moms to have been diagnosed with PTSD.Steps for Bettering Mental HealthWe also wanted to know if moms were taking steps to better their mental health.Here,we are considering taking steps to be

242、tter mental health as participating in activities such as reading,exercise,yoga,etc.Single moms are more likely than married moms to see a professional to better their mental health,whether it is a therapist or a psychiatrist.Essentially,single moms are more likely to find ways to better their healt

243、h through outside sources.Married moms are more likely to take personal steps to better their mental health.Over the last two weeks,how often have you been bothered by any of the following problems?(Top 2 Box)MomsSingle MomsMarried MomsMoms Single MomsMarried Moms EMI Research Solutions Sample Lands

244、cape Report 2024 Editionp 121EMI Research Solutions Sample Landscape Report 2024 Editionp 120Over the last two weeks,how often have you been bothered by any of the following problems?(Top 2 Box)Continuing on these findings,we found that more single moms would like to go to therapy,but nearly half ca

245、nt afford it.Married moms are more likely than the overall average to say they do not need to see a therapist,25%more than single moms.The cost of mental health resources seems to be a barrier as both single and married moms are above average to say they are not able to afford therapy.Looking at the

246、 data by Panel,we see that Panel A is likely to have moms who have struggled with the listed problems.Respondents in Panel A are 4%more likely to feel down,depressed,or hopeless and 10%more likely to feel bad about themselves.Over the last two weeks,how often have you been bothered by any of the fol

247、lowing problems?(Top 2 Box)MomsSingle MomsMarried MomsMoms Single MomsMarried Moms EMI Research Solutions Sample Landscape Report 2024 Editionp 122EMI Research Solutions Sample Landscape Report 2024 Editionp 123You can get all the insights by downloading your free copy of the eBook Narrative Inquiry

248、 and Strategic Sample Blending:Uncovering the Human Truth of Mental Health.In recent years,mental health has unequivocally emerged as a central and crucial topic of conversation across the United States.The events since 2020 have compelled each of us to confront our own mental health experiences in

249、unforeseen ways.The global pandemic,with its profound disruption to daily life,brought mental health concerns to the forefront,transcending age,gender,and background.It became an issue that resonated universally,uniting us in our shared vulnerability and need for support.In light of this,we partnere

250、d with Brandtrust to explore mental health beyond the investigation we conducted through our research-on-research.We aimed to examine the intricate layers of mental health,exposing the stories,emotions,and factors that shape our collective well-being.We did this by combining Brandtrusts Narrative In

251、quiry and our Strategic Sample Blending approach to deliver more detailed responses and higher respondent quality when compared to traditional survey methods.A Deep Dive into Mental HealthIn the eBook,Narrative Inquiry and Strategic Sample Blending:Uncovering the Human Truth of Mental Health,you wil

252、l:Gain deep insights into the multifaceted nature of mental health,exploring emotional,physical,relational,and contextual dimensions.Understand the diverse and deeply personal perspectives that shape our understanding of mental well-being.Discover the motivations that drive individuals on their jour

253、ney to improve their mental health.Explore the internal and external factors facilitating the transformation towards better mental well-being.Learn about the resilience and determination that characterize the human spirit in the face of adversity.Find out how Brandtrusts Narrative Inquiry and EMIs S

254、trategic Sample Blending provide deeper insights and higher respondent quality than traditional methods.Download NowEMI Research Solutions Sample Landscape Report 2024 Editionp 125EMI Research Solutions Sample Landscape Report 2024 Editionp 124Dont Overlook This Aspect of Diversity:Ability in the Wo

255、rkplaceDiversity in research has been a trending topic for a few years now.Companies and organizations have done an excellent job of including more practices to promote diversity and inclusion in the industry.However,we feel there is one area of diversity where research needs to dive a little deeper

256、:differential abilities.While researchers like Timothy Cornelius lead the way in this topic,we wanted to explore it in our research-on-research.Overall,we found that persons with disabilities are 10%more likely to be employed full-time than those without disabilities.Which of the following best desc

257、ribes your employment status?(Employed Full-Time)Persons with DisabilitiesPersons without DisabiltiesWorkplace Ability InclusionWhen it comes to how inclusive people feel their workplace is towards those with disabilities,we see that persons with disabilities are 15%more likely to say their workplac

258、e is perfectly inclusive than those without disabilities at 42%.Workplace Ability DiscriminationWe also asked respondents if they have felt discriminated against in the workplace because of their ability.41%of respondents with disabilities say they have felt discriminated against in the workplace,33

259、%more than those without disabilities.How inclusive do you feel about your workplace is towards people with different abilities?Persons with DisabilitiesPersons without DisabilitiesHave you ever felt discriminated against in the workplace due to your ability?EMI Research Solutions Sample Landscape R

260、eport 2024 Editionp 127EMI Research Solutions Sample Landscape Report 2024 Editionp 126Workplace Ability AccommodationWhen looking at accommodation requests in the workplace,we see that 39%of persons with disabilities have requested accommodations at work,32%more than those without disabilities.Of t

261、hose who requested accommodations,84%of those with disabilities had accommodations provided.Have you ever requested accommodations in the workplace because of your ability?Discuss Ability at WorkWhen asked how comfortable people were discussing their ability with colleagues and supervisors,53%of res

262、pondents with disabilities were very comfortable discussing their ability with colleagues and supervisors.However,those without disabilities are 8%more likely to feel somewhat comfortable discussing their ability with their colleagues or supervisors.Workplace Inclusivity By PanelRegarding results by

263、 Panel,we see up to a 27%difference between Panels A and P.How inclusive do you feel your workplace is towards persons with disabilities?(Top 2 Box)Persons with DisabilitiesPersons without DisabiltiesIf you did request accommodations,were they provided to you?Persons with DisabilitiesPersons without

264、 DisabilitiesHow comfortable do you feel discussing your ability with your colleagues and supervisor?EMI Research Solutions Sample Landscape Report 2024 Editionp 129EMI Research Solutions Sample Landscape Report 2024 Editionp 128Patriotism and PoliticsIs it a Party in the USA or Not?If youve read pr

265、evious editions of The Sample Landscape,you know that we enjoy analyzing the perceived patriotism of different brands,political parties,and more.But what about individual patriotism?In our research-on-research,we explored this by asking respondents if they think the United States is the greatest cou

266、ntry in the world.Overall,we found that 75%of people believe the US is the greatest country in the world.Is the US the greatest country in the world?Regarding gender,males are 7%more likely than females to believe that the US is the greatest country in the world.We also looked at responses by politi

267、cal affiliation.Republicans are 16%more likely than Democrats to believe that the US is the greatest country in the world.Is the US the greatest country in the world?MaleFemaleRepublicanDemocratEMI Research Solutions Sample Landscape Report 2024 Editionp 131EMI Research Solutions Sample Landscape Re

268、port 2024 Editionp 130When comparing responses by age,we found the older a person is,the more likely they are to believe that the US is the greatest country in the world.Those over 65 are 32%more likely than 1824-year-olds to think that the US is the greatest country in the world.When it comes to et

269、hnicity,Caucasians are the most likely to believe that the US is the greatest country in the world,6%more likely than any other ethnicity.Asians or South Asians are the least likely to believe the US is the greatest country in the world,4-5%less than any other ethnicity.Is the US the greatest countr

270、y in the world?Finally,we compared results by Panel.Here,we see that Panel M is the most likely to think the US is the greatest country in the world,and Panel A is the least likely,with an 18-percentage point difference between them.Is the US the greatest country in the world?Panel APanel BPanel CPa

271、nel DPanel EPanel F18-2425-3445-5455-6435-4465+CaucasianAsian/South AsianAfrican AmericanHispanic/LatinoEMI Research Solutions Sample Landscape Report 2024 Editionp 133EMI Research Solutions Sample Landscape Report 2024 Editionp 132Election 2024:Who Are You Voting For?Election season is upon us.As t

272、he first steps in the race to the White House were taken,we wanted to know if people were going to vote and who they were likely to vote.First,lets look at the likelihood of voting in the 2024 election.When asked if they would vote,69%of respondents indicated they are highly likely to vote,falling i

273、nto the Top 3 Box of voter likelihood.How likely are you to vote in the next presidential election?(Top 3 Box)Breaking the results down by age,we found as age increases,so does the likelihood of voting,with 63%of those 25-34 years old,66%of 35-44,74%of 45-64,and a significant 90%of those aged 65 and

274、 above indicating they are likely to vote.Looking at the results by political affiliation,we see a high voter intent for both major parties.An impressive 86%of self-identified Republicans are likely to vote,as represented in the Top 3 Box.Democrats are not far behind,with 81%indicating a similar pro

275、pensity for electoral participation.indicating a similar propensity for electoral participation.How likely are you to vote in the next presidential election?(Top 3 Box)18-2425-3445-6465+35-44Republican DemocratEMI Research Solutions Sample Landscape Report 2024 Editionp 135EMI Research Solutions Sam

276、ple Landscape Report 2024 Editionp 134How likely are you to vote in the next presidential election?(Top 3 Box)When breaking down the results by Panel,the disparity between Panels B and C is particularly striking.Panel C exhibits the highest likelihood of voting,with 79%,whereas Panel B reveals a sub

277、stantially lower intent to vote at just 50%.Next,we asked respondents about their awareness of various candidates and potential candidates.Donald Trump and Joe Biden emerged as the most recognized figures,with 81%and 80%of respondents aware of them.While the spotlight on Trump and Biden is strong,ot

278、her political figures also register significantly in public consciousness.Kamala Harris,the Vice President,is known to 71%of those surveyed,and Michelle Obama,the former First Lady,to 73%.Conversely,Gavin Newsom,the Governor of California,is recognized by 37%.Which of the following people are you aw

279、are of?Panel APanel BPanel CPanel DPanel EPanel FJoe BidenDonald TrumpRon DeSantisGavin NewsomMike PenceRobert Kennedy Jr.Kamala HarrisMichelle ObamaNone of theseEMI Research Solutions Sample Landscape Report 2024 Editionp 137EMI Research Solutions Sample Landscape Report 2024 Editionp 136Ron DeSant

280、is,Kamala Harris,Michelle Obama,and Gavin Newsom all show varying levels of public awareness between male and female respondents.Men are more familiar with DeSantis at 59%,while women show a slightly lower awareness at 53%.In contrast,female respondents recognize Kamala Harris and Michelle Obama mor

281、e than males,with awareness levels at 73%and 76%,respectively,compared to 69%and 70%of their male counterparts.Newsoms recognizability is higher among men(43%)than women(33%).The awareness of various political figures is impacted by income level.For Ron DeSantis,only 36%of those earning under$20,000

282、 are aware of him,with this figure steadily climbing through each income bracket,reaching 67%among those earning$100,000 or more.Kamala Harris sees a similar pattern,starting with a 52%recognition rate among the lowest income bracket and rising to 79%in the highest.Which of the following people are

283、you aware of?Panel APanel BPanel CPanel DPanel EPanel FMaleFemaleThe trend continues with Gavin Newsom,who has a 21%awareness rate at the lowest income level and a 51%rate at the highest.Mike Pence and Robert F.Kennedy Jr.both have higher recognizability in the upper-income brackets,with both figure

284、s recognized by 74%of those earning between$60,000 and$99,999,and Pence maintaining the same percentage in the$100,000+bracket.In comparison,Kennedy sees a slight dip to 71%.These trends suggest that higher income levels may be associated with greater exposure to or interest in political figures.Pan

285、el composition can influence the awareness of political figures.Kamala Harris and Michelle Obama see the most significant recognition gap;Harris ranges from 59%in Panel C to a striking 92%in Panel E,while Obamas recognizability spans from 57%in Panel C to 93%in Panel E,both showing a 33-36%differenc

286、e.Ron DeSantis awareness also varies widely,with a 29%increase from Panels A and C to Panel E.Mike Pence and Robert F.Kennedy Jr.experience a substantial rise in recognizability in Panel E,at 91%and 83%,compared to just over 50%in Panel C.These differences highlight how demographic and socioeconomic

287、 factors within panels can significantly affect the data when conducting polling.Finally,we asked respondents who they think will win the 2024 presidential election.Their responses were notably divided.Donald Trump emerged as the front-runner,with 32%of those surveyed predicting he would win.Close b

288、ehind is the prospect of Someone else clinching the presidency,a viewpoint held by 29%of respondents,reflecting a significant portion of the public open to alternatives outside the leading two candidates.Joe Biden was predicted to win by 28%of participants,placing him just slightly behind public exp

289、ectations.Which of the following people are you aware of?Who do you think will win the presidency in 2024?Joe BidenDonald TrumpRon DeSantisGavin NewsomMike PenceRobert Kennedy Jr.Kamala HarrisMichelle ObamaSomeone elseI dont careWhich of the following people are you aware of?Under$20K$60,000-$99,999

290、$20,000-$39,999$100,000+$40,000-$59,999EMI Research Solutions Sample Landscape Report 2024 Editionp 138EMI Research Solutions is a leading online sample and quantitative research consultancy.With more than 20 years of experience operating in the market research industry,we provide you with unbiased solutions that connect you to the right sample that best fits your project needs rather than trying to make your project fit a specific panel.EMI Research Solutions www.emi- 8280 Montgomery Road Suite 200,Cincinnati,Ohio 45236p 866-661-7075 e salesemi-