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Stuck on what sample size to use for your survey? We get this question a lot. So much, in fact, that we tasked our internal team of research experts with creating a sample size calculator for your use!
Fill in the fields below to see what sample size is the right fit for your upcoming research.
Ready to go? Send a 5-question survey for free and gain immediate insights today.
There is an art and a science to sample size calculation. The “art” is the context of your target audience and the type of research you’re running. And the “science” is the statistical calculation based on the level of robustness and accuracy you’re seeking from your sample. That’s why our calculator looks at survey type, population size, margin of error and confidence level.
Some survey types, like brand tracking, require large samples to reduce the natural flux in data over time. Whereas concept and creative testing, whether it’s monadic or sequential monadic, are specific enough that smaller sample sizes often help you achieve your goal of deciding which creative concept to launch.
If you’re looking for a representative sample of a target population, it’s important to know what the total size of that population is. We’ve pre-programmed the populations of popular survey countries, but you can also select a custom audience to calculate your sample from. For example, if you know your target is 30 year old women who do yoga, so long as you know the size of that customer population, feel free to enter your own custom population size
This is the level of potential variance you’re willing to tolerate in your results. The percentages here indicate the maximum amount you’re happy for your results to differ from the actual population by. Lower margins of error require higher sample sizes.
This is the percentage of confidence you can have that the results you are seeing are how the entire population would respond. We’ve preprogrammed standard confidence intervals used in market research, which is 95%. The higher the confidence level you choose, the more sure you can be that the data is representative of the population.
For the detail-minded and inquisitive amongst you:
Following standard market research conventions, the formula used is as below. Note that the value in the calculator is the finite size, calculated with the equations below and rounded up to the nearest whole number which is typical for this statistical calculation.
A z-score is the number of standard deviations (e.g. the variation) the value is from the mean. To find the right z-score, you can use the below figures for inputting to the formula:
These statistics form the basis of the calculator input behind the scenes, so you can easily see the output.
If you have any further questions or queries about the sample size calculator, or want a chat with the Customer Research Team on the best sample size to use, don’t hesitate to get in touch for more information.
Here are more detailed sample size considerations for typical market research purposes:
Helps you answer: how is my brand doing?
Sample size considerations:
Helps you answer: which concept/creative should I launch and why?
Helps you answer: what’s my ideal price point?
Helps you answer: what are the attitudes and behaviours of my (potential) audience?
Sample size considerations
We know there are a few considerations for choosing the right sample for your study. While this quick guide gives you key points to take into account, feel free to reach out to our Sales team and Research Managers to get some customised advice for your upcoming project.
We know there are a few considerations for choosing the right sample for your study. While this quick guide gives you key points to take into account, our Customer Research Team is always here to help.