Telemetrix Solution

Household Panel

Telemetrix has established its audience panel in 6 major cities of Albania; Tirana, Durres, Elbasan, Shkoder, Fier, Berat, comprising of 350 families carefully selected.

One of the most crucial aspects of data quality and reliability is the representativeness of the household panel that Telemetrix has achieved. Prior to family recruitment, Telemetrix in collaboration with IDRA Research & Consulting, a leader in market research studies in Albania, has conducted a large scale survey on a national level; The Establishment Survey.

The survey consisted of the interviewing of 3000 households all over Albania, both urban and rural, following strictly the solid methodology and standards of IDRA to achieve nation-wide representativeness. The survey’s research instrument was carefully designed to explore different aspects of interest, analysis of which would define the basis for the recruitment of a representative audience panel. Concisely, the survey explored:

1. Household technology levels (TV Sets, types of TVs, connections, internet etc.)

2. TV viewership patterns

3. Viewers’ attitude

4. Economic and demographic profiles of Albanian families

The keen and thoughtful analysis of the data retrieved from the Establishment Survey, allowed Telemetrix to define panel household characteristics, rigorously followed during family recruitment phases. More specifically the panel recruitment process was based on the following Household characteristics:

• Household Structure

• Wealth Index

• TV Platforms under use

• Geographical Location

Such carefully designed HH panel defines audience measurement figures and represents the real audience of the market. Furthermore, the information related to the identification of the HH is kept confidential, access-limited and encrypted. The access-limitations and encryption of this information keeps the panel unexposed to outside influences of their audience behavior as well as protects their complete privacy.