Beaufort research

The Wales Omnibus Survey represents the only face-to-face Omnibus survey of the Welsh General Public. The unique set of benefits associated with this face to face approach are:

• Confidence that those interviewed are an accurate representation of the Welsh population. A combination of random location sampling and quota controls on age, gender, region and social grade means that it delivers a representative sample without the need for extensive ‘data weighting’.
• Accurate recall measures of advertising or other visuals as a wide range of stimulus material including TV / Radio / Online adverts can be shown to respondents in their original form via our CAPI (Computer Assisted Personal Interviewing) data collection software.
• It is administered by interviewers who build rapport with respondents facilitating high quality data capture and more detailed feedback with thorough probing on all open ended questions.

Key features of the service are:


• The survey is based upon a representative quota sample, consisting of a minimum of 1,000 adults aged 16+ who are resident in Wales.
• Surveys are conducted four times per annum – in March, June, September and November – and a fresh sample is drawn each time.
• Interviewing is spread across 68 separate locations throughout Wales.
• All interviews are conducted face-to-face in respondents’ homes using CAPI (Computer Assisted Personal Interviewing)