Kantar's Profiles Blog

The recent uproar over the Australian Cricket team's ball tampering incident has incited many comments from all kinds of punters; fans and non-fans of the game alike. To tap into how Australians really feel, Lightspeed ran an overnight poll among a nationally representative sample size of 300 respondents on the 26 March 2018.

79% of respondents were aware of the incident, and just over half of these considered themselves cricket fans. Even if you are not a fan, chances are you have heard of this incident as an Australian.

Open ended questions generally serve a specific purpose:

• What products/brand/advertisements do you recall?
• You said X, why did you say that?
• Would you purchase/recommend X? Why/why not?

These open-ended questions generate a wider spectrum of codes than the usual standard close-ended questions, especially when the codeframe is kept to a small list, a key aspect in any mobile first survey. However, open-ended questions can also produce less impactful data (sometimes termed as gibberish data) when stock standard question wording is used, as illustrated above. The key to making an open ended question valuable is to frame the question wording to be thought-provoking, making it meaningful for the respondents and making them want to share their views fully, in an environment where this is easy to do.

Insurance is applicable across many facets of consumers lives and therefore for many groups. It is an overcrowded space in Australia with multiple providers from banking institutions extending their offer to small online newcomers.

With the Federal Election fast approaching, Lightspeed GMI took a look at the outlook and viewpoints of Australian’s ahead of voting this year…because everyone has an opinion on the topic and everyone wants a finger on the pulse of which way this might swing.

Starting with the fundamental in any political study, we asked panellists which party they intend to elect. Labor was the clear front runner with 45% stating this is where they would be putting their vote. This was followed, not surprisingly, by the Liberal Party/ Coalition at 30%. 13% suggested their vote would fall outside of any of the major parties.