Omnibus Research

Omnibus research is a streamlined service offered by research firms such as Echo and which typically involves a set sample size, sample definition, and field period. It’s often a good fit for PR pros because it is a fast, relatively inexpensive way to do research, especially when you only need a few facts to support your media materials.

Omnibus Research and Public Relations

Omnibus research is an invaluable PR tool because it provides quick, inexpensive answers to questions about markets, attitudes, opinions and trends without the need to finance and organize a full market research or general public survey. Leading research companies routinely interview target groups, asking a number of standard questions (those always asked, generally including demographics or company classifications) with questions effectively sponsored by clients. The answers to these questions are then analyzed, cross-referenced with some or all of the other data, and delivered either as tables or in the full results of the omnibus research.

Omnibus Research Implementation

Omnibus research can have a long shelf life and remain useful in tracking changes and trends over considerable periods of time. For example, Echo’s archives reach back years and show trends in attitudes and opinions as well as changes in demographics. This knowledge base and experience is invaluable in helping clients save money and time when implementing new omnibus research.