Representativity as a cornerstone

On one hand, it is important to collect data everywhere. The map illustrates the distribution of the Accurat panel vs the distribution of the actual inhabitants in Belgium. As can be seen, both graphs look very similar.

However, results are not a 100% fit with the Belgian population. Therefore, similar to traditional market research, techniques are used to re-weigh users.

For each selected user in the subset, the frequent location algorithm derived the home location. For each user, we hence know its NIS6 zone to which he belongs (2.600+ zones in Belgium) that can be compared with Statbel data resulting in 4 parameters:

• #sublocality_users: # of panel members living in the NIS-6 sublocality
• #sublocality_inhabitants: # of Belgians living in the NIS-6 sublocality according to Statbel
• #users: total users in our panel
• #inhabitants: total # of inhabitants in Belgium according to Statbel

All subset users are weighted for sublocality using the following formula:

This reweighting is more strict than traditional methodologies in which 10 provinces are typically used. Similar to this reweighting, users are also reweighted for additional information regarding their socio demographic profile using Dividuals data (provided by Sirius Insights). More info is shared in the ‘Audience profiling’ section below.