ConsumerStyles Methodology
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 contains approximately 60,000 panelists. Ipsos maintains a confidentiality agreement with participants to protect their personally identifiable information. Ipsos does not require a survey-specific consent for KnowledgePanel members—they are adults who agreed to join the panel and receive survey invitations. Participation is completely voluntary, and respondents can leave the panel or refuse to answer any questions on any survey at any time.
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 Spring data are weighted using eight factors: gender x age, household income, race/ethnicity, household size, education, census region, metro status, and parental status of children 11-17 years old. The adult Summer data weights are based off the Spring weights and then adjusted for eight factors: gender x age, household income, race/ethnicity, household size, education, census region, metro status, and parental status of children 12-17 years old. The adult Fall data weights are based off the Spring weights and then adjusted for seven factors: gender x age, household income, race/ethnicity, household size, education, census region, metro status. The YouthStyles weights are based off the Spring weights and then adjusted for the following six factors: number of teenagers in the household, youth gender x youth age, household income, youth race/ethnicity, census region, and metro status. All 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.