People nowadays are less willing than they once were to spend hours filling in surveys. emma recognises the need for change and uses technology to help reach more people and provide flexible completion methods to suit people with different lifestyles. Surveys done seven days a week also deliver more accurate respondent recall.

emma uses one approach to recruit respondents: 100% CATI (Computer Assisted Telephone Interviewing).

The emma approach of recruitment via telephone ensures a more accurate population representation than either door to door recruitment or use of pre-existing survey panels both of which have inherent bias in the sample base.

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.

Completion is less burdensome as it can be done online at any time. The survey allows for stop and start, it doesn’t need to be completed in one sitting.