Since 2012, Porter Novelli Public Services has conducted our ConsumerStyles surveys via Ipsos’ KnowledgePanel®. KnowledgePanel® is an online panel that is representative of the noninstitutionalized U.S. population. Panel members are randomly recruited by mail using probability-based sampling by address to reach respondents regardless of whether or not they have landline phones or internet access. If needed, households are provided with a laptop or tablet and access to the internet. The panel is continuously replenished and maintains approximately 55,000 panelists.The initial wave, SpringStyles, fields in March-April among approximately 6,000 adults ages 18 and older. The survey typically takes around 45 minutes to complete and has a response rate around 60 percent. Respondents receive 10,000 cash-equivalent reward points (worth approximately $10) for their participation.
The summer wave, SummerStyles and YouthStyles, fields in June-July. The summer field is a two-part survey where an adult who has previously responded to SpringStyles answers the first part, and one of their children ages, 12-17, is randomly selected by computer to answer the second part. Households without a child in the correct age range are only shown the adult portion of the survey. The survey typically takes around 30 minutes to complete and has a response rate around 70 percent for adults and 50 percent for youth. Households receive 5,000 to 10,000 cash-equivalent reward points (worth approximately $5-$10) for their participation.
The fall wave, FallStyles, fields in September-October among approximately 3,500 adults who previously answered the SpringStyles survey. The survey typically takes around 30 minutes to complete and has a response rate around 75 percent. Respondents receive 5,000 cash-equivalent reward points (worth approximately $5) for their participation.
The adult data are weighted using nine factors: gender, age, household income, race/ethnicity, household size, education, census region, metro status, and parental status of children 12-17 years old. The youth weights are based off the final SpringStyles adult weights (which incorporate the previously mentioned nine factors) and then adjusted for the following seven factors: youth gender, youth age, household income, youth race/ethnicity, number of teenagers in the household, census region and metro status. The weights are designed to weight the data to match U.S. Current Population Survey (CPS) proportions.
Specific sample sizes, response rates and survey durations for the past few years are shown below.