Leading Edge Methodology

emma methodology was designed and built from scratch to exacting specifications that ensure the highest standards of rigour and accuracy.  There are no compromises with outmoded legacy survey techniques and data.

People nowadays are far less willing and able than they once were to spend hours filling in doorstep surveys. emma respondents are continuously recruited throughout the year and complete the survey 7 days a week giving the most accurate data available on Monday to Friday and Weekend readership of news media and magazines. Completion is less burdensome as it can be done online at any time to suit people’s lifestyles. The survey allows for stop and start, it doesn’t need to be completed in one sitting.

How emma works

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  Print Media

  Powered by Ipsos

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  Digital Media

  Powered by Nielsen

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  Cross Platform

  Total Unduplicated Audience

• emma surveys seven days a week to deliver more accurate respondent recall
• emma utilises a shorter survey to minimise fatigue, rushed completion and dropouts
• emma uses telephone recruitment rather than door-knocking to recruit harder-to-reach segments unavailable via other means: young, educated, upmarket, apartment blocks and regional areas
• emma uses visual stimuli to assist more accurate recall of specific titles and issues read
• emma allows respondents the choice of when, where and how they complete the survey which produces a greater commitment, a more engaged contribution and more accurate results
• emma methodology is independently audited

emma survey’s more than 40,000 Australians each year who are aged 14+ and are proficient English speakers. Monthly sample quotas and weighting of data according to Australian Bureau Statistics (ABS) population data allows the survey results to be accurately projected to the Australian 14+ population across the broadest range of demographic variables and geographic locations.