The methodology emma is based on ensures emma is a truly comprehensive and accurate audience insights survey.
Respondents engage with emma every day of the week, which results in more accurate recall of how, when and where they have read print and digital media.
Surveys are conducted throughout the year, across all age groups via online.
Monthly sample quotas and weighting of data according to government Audit 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.
Once recruited, emma respondents complete the survey online on a device agnostic platform. emma respondents are recruited and complete the survey 7 days a week giving the most accurate data available on Monday to Friday and Weekend readership of news media.
- Surveys seven days a week deliver more accurate respondent recall
- Shorter surveys minimise fatigue, rushed completion and dropouts
- Hard-to-reach target markets are captured: young, educated, upmarket, apartment blocks and regional areas
- More visual stimuli assists more accurate recall
- Choice of when, where and how they complete results in greater commitment and more engaged contribution
- emma is independently audited
|Sample||40,000 per annum|
|Data release||Monthly database and reports|
|Recruitment||100% CATI – computer aided telephone interview on both fixed line and mobile|
|Interview frequency||7 days per week|
|Methodology||Survey online on a smart phone, tablet or computer|
|Print readership||National Newspapers|
|Newspaper Inserted Magazines (NIMs)|
|Branded Newspaper Sections|
|Cross platform readership||Nielsen Digital Ratings Monthly (DRM)|
|Mobile smart phone|
|Other Media usage||TV, Radio, Cinema, Outdoor, Internet|
|Media engagement||Media Consumption, Media Most Useful|
|Print engagement||Source, Loyalty, Motivation, Connection, Action|
|Demographics||All key demographic and socio-economic measuresMOSAIC geo-demographic segmentation
geoTribes and geoSmart geo-demographic segmentation
|Consumer segmentation||Personality, Beliefs, Lifestyle, Activities, Media|
|Category and brand U&A||Automotive, Finance, FMCG, Food & Beverages, Pharma, Retail, Telecomms, Travel, plus 43 sub-categories of product data.|
|Data delivery||Desktop software, cloud based data|
|Operating system||PC Windows/Office. Full details in installation guide|