The challenge
A bank's monthly tracker showed shifts between waves that came from sample mix rather than real change in customer views. The team needed every wave weighted to the same national targets.
Our approach
We designed a weighting scheme with the client and applied it to every wave with documented checks.
- Agreed national targets for age, gender, region and income
- Applied rim weighting with capped weight factors
- Reported weighting efficiency for every wave
- Documented the method for the client's records
The results
- Every wave weighted to the same national targets
- Weight factors kept within agreed limits
- Wave-on-wave changes the client can trust
Illustrative scenario based on typical engagements. Client details are anonymised.
