Cultural and Ethnic insights using the Onomastic Approach in B2C sampling

Leveraging the Onomastic Approach in B2C Sampling: Insights from Sample Solutions

The onomastic approach, which involves analyzing names to infer cultural and ethnic backgrounds, offers a sophisticated method for enriching B2C sampling strategies. Sample Solutions, a leader in the field of sampling and data collection, harnesses this approach to provide deeper insights and more accurate contextual market research outcomes.

What is the Onomastic Approach?

Onomastics is the study of names and their origins, distributions, and meanings. By examining names, researchers can infer various cultural and ethnic attributes of individuals. This method is particularly valuable in markets where self-reported demographic data is scarce or unreliable. The onomastic approach utilizes large databases of names, cross-referenced with cultural and linguistic information, to identify patterns and make educated guesses about a person’s background.

How Sample Solutions Utilizes Onomastics

Sample Solutions makes use of the onomastic approach which takes into account the first name and surname of different ethnic groups. By using the most frequent first names and surnames of a certain group it is possible to narrow down the target population from the general country population. Sample Solutions uses publicly available datasets.

An additional step can include an analysis of combined names and removal of similar names (surnames that appear in the local population but also the targeted ethnic group).

Sample Solutions integrates the onomastic approach into its suite of sampling methodologies to enhance the granularity and accuracy of its data. Here is how:

1. Enhanced Targeting: By analyzing names, Sample Solutions can better target specific ethnic and cultural groups within a population.
2. Improved Representation: The onomastic approach ensures that minority groups are adequately represented in samples. This leads to more comprehensive and inclusive market research, reflecting the true diversity of the consumer base.
3. Cost-Effective Insights: Traditional methods of gathering demographic data can be time-consuming and expensive. Onomastics offers a cost-effective alternative, providing valuable insights without the need for extensive surveys or interviews.

Proposed Methodology

Our proposed methodology blends two ways of sampling to account for disadvantages in both ways.
The first approach is the list-assisted approach while the second one is the Social media approach.

List-Assisted Sampling

This method is applied to residential listings which contain all listed mobile and landline phone numbers for a specific country. A subset of the residential telephone sampling frame is thus selected and used as a sampling frame. 

In the previous step, the creation of a sampling frame is elaborated on. This sampling frame is a subset of the general population but with characteristics of specific surnames and first names and should be representative in terms of geography, age and gender when compared to the general telephone directory. It needs to be noted that a bias for the telephone directory nevertheless exists (gender, age or education). 

Each record in the target sampling frame then receives a randomized number. When drawing a sample from this target population – a random selection is made thus that in terms of e.g. geography, the created sample should be representative of the target audience. 

Big Data Linkage

The Big Data linkage works by generating a cell phone RDD sample with all possible number combinations. A subset is then created and linked to various social media accounts. Based on that, aspects like gender, ethnic group, religion and so on can be derived.

Sample Solutions used machine learning to analyze various pictures of the social media profiles based on facial expression. The names are also analyzed using the onomastic approach. In case of both having a likelihood for the Muslim target group, the record is flagged as such.

While this approach gives a very good coverage with regard to geography, a downside is that non-internet users or elderly age groups are underrepresented.

There was an exception with this method on the social media sample for Italy. This particular sample was obtained using a deep learning algorithm on language detection from social media text. Based on that only the language was extracted and then connected to the originating country. If the originating country of the language shows 80% or more muslim population, that subset was used in the final sample.

Benefits of the Onomastic Approach

1. High Accuracy in Targeting: The onomastic approach allowed Sample Solutions to identify and reach 85% of the target ethnic groups in Germany. This high level of accuracy ensured that the survey results were truly representative of the intended population.
2. Enhanced Engagement Rates: By using culturally relevant engagement methods, the survey participation increases compared to generic approaches. This higher engagement leads to more reliable data and deeper insights.
3. Cost Efficiency: The onomastic approach streamlines the sampling process, reducing the need for extensive manual screening. This efficiency resulted in a high percentage reduction in overall project costs, making the approach both effective and economical.

Applications Beyond Market Research

The onomastic approach has applications beyond traditional market research. It can be used in political polling, public health studies, and social research to understand diverse communities better.

Challenges and Considerations

While the onomastic approach offers numerous benefits, it is important to acknowledge its limitations. Names do not always accurately reflect cultural or ethnic backgrounds due to factors like migration, intermarriage, and name changes. Therefore, it should be used in conjunction with other data sources for a more holistic view.

Case Study: Success with Sample Solutions

A lot of market research companies partnered with Sample Solutions to refine its B2C sampling strategy using the onomastic approach. By analyzing the names of existing customers and survey respondents, Sample Solutions identified several underserved ethnic groups.

Our client, a leading market research firm, aimed to conduct a comprehensive survey targeting specific ethnic communities living in Germany. The goal was to understand the unique needs and preferences of Turkish people, other EU nationals, and Serbians residing in Germany. By leveraging an onomastic approach for telephone sampling, the client sought to ensure accurate representation and high engagement rates.

We have utilized this onomastic technique in various projects, particularly interesting is the one for sampling hard-to-reach audiences in Sweden. This approach has been instrumental in targeting specific demographic groups, such as those with different migration backgrounds. You can read more about our methodology and findings on these projects here.

Conclusion

By leveraging this method, Sample Solutions has demonstrated how businesses can gain deeper cultural and ethnic insights, leading to more informed decisions and better-targeted strategies. As the world becomes increasingly diverse, the importance of such innovative approaches will only grow, making onomastic sampling a valuable tool for any market researcher aiming to understand and engage with diverse consumer groups.