Methodology agencies can defend
A transparent view into how EcoFocus captures and validates sustainability insights—so your briefs, POVs, and campaigns are grounded in evidence, not assumptions.
Overview
EcoFocus conducts recurring, nationally representative research on U.S. adults (18+), tracking attitudes and behaviors tied to sustainability. Each wave combines foundational trend measures with topical modules that agencies can apply directly to briefs, creative strategy, and go-to-market. Findings are produced with documented methodology, clear margins of error, and segmentable outputs suitable for stakeholder scrutiny.
Sampling & Frame
- Universe: U.S. adults 18+ (nationally representative).
- Sampling: Online panel sources with strict supplier vetting and traffic allocation caps.
- Quotas: Balanced to Census benchmarks on age, gender, region, ethnicity, and other key demographics.
- Incidence & eligibility: Screeners ensure relevant participation and appropriate base sizes for key segments.
Weighting & Representativeness
Final data are weighted to align with U.S. Census distributions using industry-standard raking (iterative proportional fitting). Weight variables typically include age, gender, region, ethnicity, and education. Additional controls may be applied when a wave includes designed oversamples.
- Weights capped to avoid extreme influence from any single respondent.
- Deliverables include unweighted base sizes and weighted percentages.
- Segment cuts include both weighted reads and guidance on minimum base sizes.
Fieldwork Quality & Fraud Controls
- Multi-step respondent verification via panel partners; device, geo, and duplication checks.
- Speeding and straight-line detection; attention/logic checks embedded throughout.
- Bot/fraud screening using pattern analysis and open-end quality review.
- Supplier mix management with allocation caps and performance monitoring.
Questionnaire Governance
- Core tracker: stable constructs to preserve trend integrity (wording and order locked, barring methodological reviews).
- Topical modules: rotating topics designed for current market questions (e.g., packaging claims, values language, pricing tolerance).
- Pilot & timing checks ensure clarity and realistic survey length.
- Accessibility and plain-language reviews reduce respondent burden and bias.
Margins of Error & Statistical Interpretation
For national totals at n≈4,000, the approximate margin of error is ±1.55% at 95% confidence. Segment MoE depends on base size and should be considered when interpreting differences. We provide guidance tables and flag small-base reads in deliverables.
- Report both absolute percentages and key deltas relative to prior waves.
- Highlight directionally consistent shifts across related metrics.
- Avoid over-interpreting differences within the MoE; validate with additional waves or qual.
Trend Design (Since 2010)
The tracker emphasizes construct stability to enable like-for-like comparisons across time. When improvements are required (e.g., clarity, modernized terminology), we employ split-sample bridges or parallel measures to preserve continuity.
- Version control across waves with change logs.
- Bridge studies when altering core wording or scales.
- Annotated trend charts noting methodological changes.
Data Access & Integrations
Agencies can access findings through interactive dashboards, exports for decks/briefs, or via secure data deliveries for BI integration. We support merges with client data to sharpen personas, forecast shifts, and validate claims before launch.
- Interactive dashboard: filters, charting, export to image/CSV.
- CSV/Parquet deliveries for analysts; schema docs included.
- S3/R2-style bucket support; optional API access for enterprise.
- Join keys and data dictionaries provided for safe merges.
Transparency & Technical Documentation
We document questionnaire versions, sampling/weighting specs, supplier mixes, and quality thresholds each wave. Technical appendices and data dictionaries are available to agency and brand clients on request.