As a harmonized survey, we place a strong emphasis on all Core respondents answering all questions. However, there are some cultural and legal exceptions to this:
- We do not ask under-18s (or under-21s in the US) about alcohol. There are also age-restrictions relating to behaviors such as gambling.
- We do not ask about alcohol in certain countries where it might be inappropriate to do so, including Saudi Arabia, Egypt and the UAE.
- In Middle Eastern countries, some options are localized in line with prevailing cultural customs. Examples of this include asking if someone is living with their spouse rather than their partner, or whether they are engaged rather than in a relationship. We also do not ask about Pregnancy in the Saudi Arabia, Egypt or the UAE.
- We only ask about sexual orientation in Australia, New Zealand, North America and in a select number of Western European markets.
We also localize the following questions:
Respondents see locally appropriate education stages, based on levels specified in the International Standard Classification of Education (ISCED).
Income and Savings
Respondents are asked to select or enter monetary values in their own local unit of currency.
Web Brands, Social Networks, On-Demand Media Services & Apps
In addition to global names, respondents are also asked about their engagement with a number of local ones popular within their own market.
Mobile Handset Brands
In addition to global names, respondents in Japan, India and China are asked about their ownership of locally popular brands.
We also employ routing to ensure that respondents are not asked questions which would be irrelevant to them. For example, if someone says they do not use any social networks, then they are not asked follow-up questions about this behavior. Similarly, if they do not own/use a mobile or a tablet, then they will not be asked further questions about these devices.
The survey itself is divided into thematic “blocks” of questions. These blocks are rotated on a random basis to ensure sections do not always appear in the same position within the survey.
With the launch of a Mobile version of the study in 2017, respondents completing this version of the survey answer a sub-set of 50 questions – concentrating on demographics, lifestyle, attitudes, device ownership, online activities and social media.