GfK Group

Omnibus system

The GfK Omnibus system offers a range of instruments available on a regional and international basis including multimedia face-to-face surveys as well as telephone and online surveys. All instruments deliver highly reliable results based on large samples in very short timescales.

GfK OMNIBUS covers the most varied issues for a host of different clients in a multi-topic survey which is representative of the population on a fast, efficient, cost-effective and exclusive basis.

The GfK OMNIBUS survey provides information on the knowledge, opinions and attitudes of the population and their respective circumstances. The surveys are carried out very frequently making GfK OMNIBUS ideal for analyzing problems that arise in the short term. Moreover, through its constant survey structure, it is also perfect for trend surveys.

The benefits:

Speed:

All Omnibus surveys have fixed schedules and are designed to deliver results as quickly as possible. You can even receive the key results to your questions over the weekend.

Good price/performance ratio:

By pooling the issues of various clients, you are able to share the set-up costs with other clients. Consequently, you only pay a fraction of what a custom research survey would cost.

Reliable results based on large samples:

The results of the GfK OMNIBUS survey are based on large samples and are therefore extremely reliable. New respondents are selected for each Omnibus, thereby avoiding potential panel conditioning effects.

Highly standardized methodology for samples and data quality:

Our GfK OMNIBUS SYSTEM instruments are highly standardized. Our quality controls at all levels from setting up the sample through to analysis guarantee the representative quality of the sample and comparability of the findings. We use the knowledge base and instruments of the whole GfK Group to meet the highest quality standards.

Exclusivitity:

The findings of the GfK OMNIBUS surveys are analyzed on a customer-specific basis to give you exclusive results precisely tailored to your needs.

Full-service:

Our qualified team of advisers is on hand at every stage of the survey from concept design to interpretation of the findings.

Areas of application:

Statistics are constantly reported in the media. Many of these will have been collected using Omnibus surveys.

Here are some examples of the application:

Brand awareness surveys/awareness tracking:

These surveys show the awareness of your brand within the population. Regular repeats of the survey enable you to track the development of your brand/product in the competitive environment.

Response to an current event:

You can use GfK WEEKEND BUS to survey the response of the public to an current event over a weekend. The results are available as early as Monday afternoon.

Representative consumer surveys for publications and PR-activities:

When you read in a magazine that "fifty percent of 1,000 respondents know …” this is a clear sign that that the findings are from an Omnibus survey. Put the spotlight on your company with a short survey.

Logo awareness:

Marketing experts are not the only ones interested in the recognition of logos or typical product characteristics and their connection with a manufacturer or a brand. These are also the types of issues covered by empirical legal research.

Measurement of attitudes:

Questions such as "How do you rate product X in terms of quality, price, uniqueness etc. on a scale of 1 to 10?” can be asked to identify the attitude of consumers to your product/brand as well as your competitors’ products/brands.

Other areas of application include:

Target group analyses
Segmentations
Price analyses according to van Westendorp (Price Sensitivity measurement)
Market loyalty, usage frequency, purchasing and sampling behavior
Media usage
Trend surveys
Acceptance measurements of advertising, concepts, products, packaging design etc.
Trackings
Multi-variate analysis procedure

In fact there are hardly any topics which are not suitable for an Omnibus survey.