• If you advertise to target markets of 5% or less then up to 93% of your market research budget is likely to be tied up in screening costs simply to isolate the group you need.
• If you regularly aim for markets which constitute no more than 10% of the population then almost 60% of interviewing costs are likely to be associated with finding the sample.

Case Study – Automotive Research User

• Take the case of a major automotive marketer with a research budget of around $2.0 million. His interviewing costs over 12 months are $1.5 million. Two thirds of that amount goes in screening expenses.
• That equates to around half of his total research budget.
• The OMP Access panel would be able to provide a larger, more reliable sample for half of his current screening costs saving this marketer around $500,000 per annum.

Economics of telephone surveys where screening is involved.