New method of polling helps Tamedia acquire representative results more efficiently

Tamedia, Switzerland’s largest media groups owning brands such as Tagesanzeiger, 20 Minuten, Sonntags Zeitung or Doodle, and many more, is always on the lookout for new technologies that make them more efficient.

For a planned lead article, a nationwide and representative poll was needed. As budget and time restrictions did not allow traditional survey methods, a new method was needed.

Solution

Boomerang Ideas with a representative boomerang on social media plus the included and automated weighting with data from the Swiss statistics office (BfS) was deemed a pragmatic cost/benefit-candidate as also only a week was available to gather the 1000 responses.

With our Representative Sample we collected over 1000 responses and were able to provide accurate targeting options (all age-groups) to get the polls to all age groups in all 7 geographic regions.

Approach

In order to get representative results on regional levels, Tamedia launched a Pro poll, individually targeting all 7 greater regions of Switzerland in the respective language (German, French or Italian).

• Polls: 2 (Representative)
• Countries: Switzerland
• Regions:
  • CH01: Lake Geneva
  • CH02: Mittelland
  • CH03: Northwestern Switzerland
  • CH04: Zurich
  • CH05: Eastern Switzerland
  • CH06: Central Switzerland
  • CH07: Ticino
• Number of respondents: 1001
• Platforms: Instagram, Facebook
• Duration: 1 week

n = 1'0017 regionsone weekInstagram, Facebook

• CH01Lake GenevaFR
• CH02Espace MittellandDE / FR
• CH03Northwestern SwitzerlandDE
• CH04ZurichDE
• CH05Eastern SwitzerlandDE
• CH06Central SwitzerlandDE
• CH07TicinoIT

Base n = 1'001Field One week in the field

Weighting against Federal Statistical Office data was part of the poll type, not a separate step.

Results

Tamedia got a great speed/cost package and good insights in order to backup their lead article for Sonntags Zeitung.

• Based on Swiss social media stratified sample with less effort and financial resources
• Included qualitative insights from social media users

Here are some impressions of the results: