Gathering data from a select subset of participants is just the beginning of market research. Understanding a subgroup at a deep and wide-ranging level ensures that the research's outcomes align with the core objectives. 

Sample size considerations can be a key component of well-executed research. Larger sample sizes, however, have huge advantages that shouldn’t be overlooked. Here are 3 reasons why. 

1. Make it make sense with audience sizes 

Does the sample size data or research findings lead to head-scratching and raised eyebrows? When aiming to represent large populations accurately, how can a 600-person poll represent a population of 330 million? Seems like a stretch. 

We’ve seen multiple cases where sample sizes have not accurately predicted the outcomes of election cycles or rebrand success.

The comprehensive nature of larger sample sizes provides a more transparent, nuanced picture of the researched population. It captures a broader array of perspectives within a target market and increases variations across demographics, geographies, and psychographics. This diversity enriches insights and can provide a fuller picture of the market landscape. 

If you’re going to set out to learn about a particular audience, CommonAlly’s motto for sample sizes is don’t half-ass it! Make sure your sample size is proportionate to your audience size. Understanding larger audiences, calls for a larger swath of the population. 

2. More data, more tailored approach ‍

We’ve all heard the phrase, "If you’re marketing to everyone, then you’re marketing to nobody.” 

Larger sample sizes create space for meaningful data segmentation into specific groups, improving the analysis of a population segment’s response to particular products, services, or messages. This insight helps to inform more appropriate strategies that meet the expectations of these consumer segments, enhancing the effectiveness of policy creation and adoption, product development, and communication and growth efforts. 

Decisions are often based on predicted behaviors and trends resulting from market research. Larger sample sizes offer invaluable precision, especially when paired with methods prioritizing conversations over check-the-box transactions. 

Pairing conversational technology, question-branching, and video response surveys (like CommonAlly offers) with the correct audience results in powerful insights. These insights are not outliers but reflect broader patterns that can be reliably acted upon. 

3. Real strategies for real audiences ‍

Blending targeted insights with statistical reliability and larger sample sizes better informs data-driven decisions. It translates consumer behavior insights into actionable strategies that reflect the realities of the larger market. Ultimately, meeting core objectives hinges on a strategy grounded in a comprehensive understanding of the target audience. 

With modern political campaigning, understanding and connecting with an electorate’s increasingly diverse segments is more important than ever and could yield significant electoral advantages. 

Why do large sample sizes make more sense? Integrating larger sample sizes into a well-designed market insights approach significantly elevates the validity of research findings; if you spend the time and resources conducting the research, it’s worth covering all bases.