Enhance Consumer Intelligence Using Address Based Sample (ABS) and Targeted Add-ons

Address Based Sample (ABS) is a Great Way to Target Households

The frame is assembled from the USPS Computerized Delivery Sequence File (CDSF), and it covers over 158 million business and residential addresses. That’s close to 100% of all households in the US. How much better can that get? It turns out, you can do better. 

Researchers Today are Asking for Something More

Researchers want to know the individuals inside the household, including their different age, gender, and ethnic backgrounds. The fact is, target households are not monolithic. Within a household you may find diverse intersections of identities: race, ethnicity, gender, education, occupation, age, surname, and religion. Additionally, each consumer within the household is capable of independent behavior. To lump all of them under one household heading would be misleading.

When You Can Target the Right Respondents Within Those Households, Consumer Intelligence Gets A lot Smarter

By adding name, phone, age, gender, race/ethnicity, and other demographic identifiers such as segmentation data to a selected ABS sample, you can achieve the optimal sampling frame for a project. Researchers can use the combined information to better stratify outreach, then apply treatments that are more effective for subgroups of the population.

The results of this enhancement are un-ignorable. We have seen a 70%+ agreement between what the “frame” indicates for various race categories and what was ultimately collected during data collection. The improvement with employing a stratified design by using MSG demographic appends has ranged by a factor of 10 to 25 depending on the demographics targeted. There are definite efficiency gains to be had here – especially for some hard-to-reach populations.

MSG takes advantage of the latest in consumer information management. This means expanding data availability across multiple data sources and methodologies. With our segmentation and consumer behavior characteristics, the potential is there to expand understanding of household behaviors. The additional sample intelligence can improve coverage and incidence for reaching a target population and help you with non-response data analysis. Appending other modes of contact like cell number and email address provides more touch points, which can increase respondent engagement as well. 

For more information about ABS appends and consumer intelligence, contact MSG today.


Back to the Office… Some of the Time

Since the Covid-19 pandemic in early 2020, the staff at Marketing Systems Group has been working from home. Since the Summer of 2022, that’s changed. We are back to the office on a hybrid work schedule. We learned a lot in the past two years about productivity including work/life balance, and we’re taking those lessons back to the office with us. 

We’re not alone in this migration back to the office, at least on a part-time basis. A June 2022 report from JLL Work Dynamics called The Workforce Preferences Barometer indicates that a majority of workers (55%) have gone hybrid. What’s also true is that the days of exclusively working from home have pretty much ceased. 73% of office workers work at least once a week at the office. Another trend on the upswing is the increasing flexibility of hybrid work. It no longer means working either at home or at the office. More workers are collaborating in third locations and satellite offices. For some, it’s the local coffee shop or hotel lounge. For others, it’s a convenient co-working facility. 

What Have We Learned Working From Home? 

Productivity did not suffer at all. In fact, many of us are getting more done at home, because we don’t lose chunks of the day sitting in a car commuting back and forth to the office. While the convenience and productivity of working at home have been huge pluses for us, there have also been downsides. 

We have found that mentoring, training, collaborating, and social bonding have markedly suffered. MSG is a small company that has always cultivated a family-like atmosphere. Many of us have been here for many years. As some employees move into retirement and as we bring new and younger hires into the fold, we want to make sure we don’t lose the tight bonds that have kept us working as a team.

There’s just no substitute for being in the same place together. JLL’s research confirms this. 25% of employees feel isolated, 50% miss social interactions when working from home, and 44% miss the common understanding and bonding that stems from being together in the workplace. 

To that end, we’re seeking ways to balance the best of both worlds: flexible work-from-home schedules and making the most of face-to-face time. The return to the office is not without challenges as reported in Vox.com, but for small companies that rely so much on social bonding, we think the value of being together, in the same space, at the same time, some of the time, is worth holding onto.