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What is an Omnibus Survey and Why Should I Care?

November 1, 2022

An omnibus survey such as those offered by Big Village’s CARAVAN® is a type of market research survey in which a single questionnaire is used to gather data on multiple topics from a sample group. This method allows businesses to gather a broad range of information quickly and cost-effectively.


Benefits of omnibus surveys

An omnibus survey can include multiple question types, including ranking, ratings, and open-ended questions. For example, the survey could ask survey participants to rate the features and services of your product compared to competitors, get feedback on a new product idea, or ask about the steps a consumer takes to learn about new brands. Companies may also consider asking respondents to rate the company’s brand from 1-5, or whether they would recommend it to a friend. Answers to these questions can provide valuable data that helps inform decisions about future directions and strategies for development.

One of the key benefits of using an omnibus survey is that it allows businesses to gather a large amount of data quickly. This is especially useful for businesses that need to make decisions quickly, as the results of an omnibus survey can be available within a few days.

Another benefit of omnibus surveys is their cost-effectiveness. Because a single questionnaire is used to gather data on multiple topics, the cost per response is typically lower than other types of market research surveys. This makes it an attractive option for businesses with limited budgets.

Omnibus surveys also provide businesses with a high level of flexibility. The topics included in the survey can be customized to meet the specific needs of the business, and the sample group can be selected to represent the target audience of the business. This allows businesses to get the data they need to make informed decisions about their products, services, and marketing strategies.

Invaluable insights into important topics

Omnibus surveys can provide invaluable insights into the public’s opinion on important topics, and the results are often quite interesting. For instance, a recent survey found that most people in the US believe customer service is getting worse over time. This is despite attempts to improve technology and customer service standards. Similarly, many people in Europe reported that they felt their country was being negatively affected by mass migration of people from other parts of the world. While these findings may not be surprising to some, understanding public opinion on such sensitive topics can provide valuable context for policy makers and businesses.

Getting the most out of omnibus surveys

When it comes to getting the most out of your omnibus survey, the key is all in the preparation. Before you roll out the survey, make sure that you have your list of questions ready and define your target audience ahead of time. Think about what demographic information would be valuable to include so that you can get an understanding of customer needs across distinct groups.

Overall, omnibus surveys are a valuable tool for businesses that need to gather a large amount of data quickly and cost-effectively. They provide a flexible and customizable way to gain insights into the opinions and preferences of a target audience, allowing businesses to make better decisions and improve their operations.

Interested in running an omnibus survey for your business? Contact the CARAVAN team today.