KN Grows Youth and Hispanic Sample

Consumer specialist Knowledge Networks (KN) is to more than double the number of young adults (ages 18 to 24) on its online KnowledgePanel, and increase its representation of Hispanics by more than 40% during the year.

KnowledgePanel provides statistically valid representation of the US population, as well as many difficult-to-survey populations such as cell phone-only households, African Americans, Latinos and young adults.

KN's specialist KnowledgePanel Latino service was launched in 2008 to provide data on members who identify with Hispanic culture and values, as well as Spanish-speaking-only panelists.

The firm says that with this panel expansion, Hispanics will represent 14.6% of KnowledgePanel - in keeping with November 2010 Census Bureau estimates, which put Hispanics at 14.1% of the total US adult population.

Young adults, who KN says are similarly hard to recruit and retain, will account for about 9.4% of KnowledgePanel in 2011, compared to the Census Bureau's estimate of 12.6%.

'Many of the populations most needed for research are also increasingly difficult to capture in a scientifically valid way,' states Patricia Graham, Chief Strategy Officer. 'Through our panel expansion, we are meeting our clients' needs by making these groups more available for research, and doing so by leveraging Address-Based Sampling (ABS) recruitment methods that have proven effective for KN in recruiting these groups.'

Web site: www.knowledgenetworks.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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