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Research Methodology
The gemiusProfile study is conducted on the basis of the gemiusAudience study, which is measures the audience profiles of over 350 online advertising-selling web sites. The results of a gemiusProfile study are based on an analysis of over 100.000 filled-out questionnaires.
gemiusProfile results come from actual observation of behavior, and not from user's declarations. This means that the study is more accurate than traditional questionnaire-based models, which have been proven to better reflect brand awareness than actual behavior.
Sample Selection
gemiusProfile is similar in nature to an online panel study - there is no need to directly survey the users of the web site in question. Instead, the study lets us determine a given user's socio-demographic profile through an analysis of your audience members who have filled out a survey on another - unrelated - web site and then were determined through the gemiusTraffic platform to have visited your web site.
Data Collection Process
All web sites that take part in the gemiusAudience study are connected to the gemiusTraffic platform. This provides complete and highly-accurate data on the behavior of Internet users who visit these web sites and which integrates this data with surveys distributed to a random sample of Internet users (through pop-up windows). These surveys gather basic socio-demographic data about these random samples.
Research conducted by Gemius has conclusively proven that there is a relationship between socio-demographic characteristics and the likelihood of filling out online surveys. In research, this problem is called sample selection bias. To eliminate this problem, Gemius has implemented a unique algorithm designed to account for this problem. A user who visits web site A, when he visits web site B "carries" his demographic profile with him, meaning that he does not have to fill out subsequent surveys. Thus that user's profile is shared across all web sites taking part in the gemiusAudience study. These web sites and their users are integrated using the gemiusTraffic platform.