A National Omnibus That Fields Twice Weekly

The Omnibus suits a focused question that a national adult consumer sample can answer, such as awareness, reported behavior, or a reaction to a short message or concept. Russell's published Black Friday study used it to examine shopping plans, information sources, and reasons for participating. A dedicated study is more suitable when you need a narrowly defined audience, a long questionnaire, or a complex testing design. We review the decision and the evidence it requires before recommending a placement; a quick survey is useful only if it reaches the relevant people and asks enough to answer the question.

Participating clients share the cost of fielding the national survey, and your price depends on the questions you add and their format. Questionnaire consultation and 35+ standard demographic and geographic data cuts are included. Share draft questions, any images or concepts, the intended audience, and the output you need so we can quote the actual placement. Custom banner cuts, additional analysis, and repeat waves should be discussed when scoping the work. A short question list alone may not describe all the programming or analysis the study needs.

No. Bring the decision you need to make, what you already know, and any draft questions or materials. Questionnaire consultation is included. We help translate the brief into wording and response options that participants can understand, with attention to recall periods, assumptions, and whether each question asks one clear thing. If you plan to publish the results, share that intention before fieldwork so the questions can address the claim you want to investigate. Final wording and materials need approval before the module joins a wave.

The survey fields twice every week, with results delivered in days. The appropriate wave depends on when the questions and materials are finalized and what programming and output the placement requires. Tell us your decision or publication deadline at the start; we will confirm the available fielding window, approval cutoff, and delivery timing for that placement. Two weekly windows do not mean every request can enter immediately. Allow time for questionnaire review and approval, especially when several stakeholders need to agree the wording or a visual needs revision.

It depends on how many relevant people the national sample is likely to include. Each wave surveys 1,000 US adults in total; that is not 1,000 people in every age group, location, or product-user group. Additional qualifying questions may help identify an audience, but they do not guarantee enough responses for useful analysis. We assess the expected subgroup size and the comparisons you need before recommending the design. A local market, specialist occupation, or uncommon purchase may require a dedicated sample instead of an Omnibus placement.

The standard output is data tabulations showing how participants answered, with 35+ standard demographic and geographic data cuts. A cut shows the responses for a particular group so you can compare it with others. Custom banner cuts may be added where the necessary information is available and the sample supports them. We also retain the approved question wording and response options. Discuss any additional interpretation or presentation needs when scoping the work. In reading the tables, check how many people answered each question and subgroup; a percentage based on few responses needs particular care.

Yes. Recurring placements can track measures such as awareness, sentiment, or reported behavior. Keep the core wording, response options, and audience definition consistent so differences between waves are easier to interpret. Russell's COVID-19 everyday-life series combined repeated questions with topical modules as circumstances changed. Each Omnibus wave uses a fresh sample, so the comparison concerns responses across samples rather than changes within the same individuals. We consider sample sizes and field dates when interpreting movement; a difference between two waves does not by itself establish that a campaign or event caused it.

Yes. Tell us before fieldwork so the questionnaire and reporting can support public use. Public-release placements include methodology details such as field dates, sample size and composition, and question context. The published claim should reflect the actual wording and the people who answered it: a result among category users should not be described as a result among all adults. Russell's published Omnibus articles show examples of findings with methodology notes. Report intentions as intentions, distinguish subgroups from the full sample, and retain qualifications that affect the meaning of a finding.