We propose that in each country we are studying, a probabilistic sample be drawn by some method other than online panel.  In the United States we interview respondents by telephone.  To overcome some of the problems of telephone we augment the sample with a manually dialed cell phone sample.   The non-cell phone is Random Digit Dialed, eight attempts with one attempt during the day and refusal conversions.  We use a standard thirteen minute profiling questionnaire that generates ten segmentations that we seek:  buying, media, socio-graphic, automotive, grocery, clothing, entertainment, small electronics , large appliance, banking and insurance.   We call the process “behavioral fingerprinting”.

Once we know the distribution of segmentations within a population, we are then able to populate that standard.  The distribution is probabilistic and representative.