2015 IRIS Millennials Survey: Methodology

The 2015 IRIS Millennials Survey is comprised of n=23,000 online interviews of Millennials (defined as those born between 1980 and 2000) from 23 countries around the globe. Interviews were conducted from March 31 through May 15, 2015. The questionnaire was translated into over 10 different languages.


Recruitment for the study was handled via Random Domain Intercept Technology (RDIT). RDIT is a technology that allows researchers to tap into anonymized direct navigation web traffic and intercept a truly random sample of the Internet population. Once a web user is intercepted, they are prompted with a randomized set of survey questions.


The use of RDIT in this study allowed IRIS to overcome several significant challenges. First, as youth are generally not well-represented on online access panels, RDIT provided better access to our target audience due to the fact that it produced a representative sample of Internet users (which naturally skews towards younger audiences). Second, the global scope of this study necessitated a methodology that could meet the logistical variability of multi-country data collection with consistency. In countries where online access panels are less developed, RDIT presents a unique opportunity to survey respondents with a consistent approach, where Internet penetration is the only real factor. Even so, the ability to conduct RDIT over mobile networks, as well as more traditional Internet networks, greatly enhances to the representativeness of the sample by giving all Internet users equal opportunity to participate.


To ensure that data were representative of each country’s composition, weights were applied. Weights are used to allow observations within a dataset to have greater or lesser influence than other observations within the sample. For instance, in a population with an equal representation of males and females, if males were over-represented in a random sample and females were under-represented, the males in the sample would be given a lower weight, while the females would be given a higher weight (this would help reduce the bias in an attempt to make the sample more reflective of the true population). Collected data was weighted within each country by both age and gender. Weights were calculated using the most recent information and statistics provided by UNdata (an Internet-based data service launched by the United Nations Statistics Division (UNSD) of the Department of Economic and Social Affairs (DESA)).


More information about RDIT can be found here.

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