37 Questions to Help Buyers of Online Samples

This guide gives you the questions you need to identify the key issues and introduce consistent terminology. It explains why each question should be asked and indicates the issues buyers should expect to be covered in an answer.

  1. Home
  2. Codes and Guidelines
  3. 37 Questions to Help Buyers of Online Samples

Purpose of the 37 Questions

This set of Questions provides you with the framework to follow when evaluating and buying the services of online sample providers. More than just a checklist, the guide offers you the tools to have the right conversations with the sample providers to get the best sample possible.

This guide gives you the Questions you need to identify the key issues and introduce consistent terminology. It explains why each Question should be asked and indicates the issues buyers should expect to be covered in an answer.

These Questions are intended to help buyers evaluate the services of different online sample providers and the quality of the solutions that they offer. They identify the key issues for buyers to consider, explain why each question should be asked and highlight the issues buyers should expect to be covered in an answer.


Please let us know if you wish to take up this opportunity to showcase your company's commitment to transparency and answers to the Questions. All you need to do is to update the answers to ESOMAR 37 Questions and send us the link to your answers to the questions. 

If you have any questions, please reach out to us at k.joe@esomar.org and jules.van-vlokhoven@esomar.org.

Important note

This listing of companies that have answered the 37 Questions and a link to the answers they have posted provides an opportunity for buyers to read and compare different companies´ answers. It does not imply a certification or vetting by ESOMAR, as each company is responsible for ensuring their answers are up to date with processes to ensure they are complied with.


Behind the scenes

In these videos, our experts talk about the challenges they resolved for you when it comes to buying and using online samples.

Introducing the project team
Discover their expertise and their experiences
https://i.vimeocdn.com/video/1181422390_640
The toughest challenges resolved
What were the hardest questions to give guidance on according to the project team?
How should the questions be used?
Is it a checklist, a marketing tool for sample providers, or something different?
How do you know if you've got good samples?
The metrics that help to judge the quality
Are there any wrong or right answers?
Describing the red lines not to be crossed.
Responsibilities for the buyers of online sample
With great power comes great responsibility
What will the future look like?
Forecasting how online sampling might further change
Who should use this document and why?
Back to basics, the project team explain whether this document for you


Crafted for you by our project team

This guide was produced by a dedicated team of international experts in online samples, ensuring the guidance is informed by global best practices and real-world experiences.

Judith Passingham
ESOMAR Committee Member, Chair of the Professional Standards Committee at ESOMAR
Reg Baker
Past ESOMAR Ambassador for North America at ESOMAR
Melanie Courtright
Chief Executive Officer at Insights Association
Pete Cape
ESOMAR Individual Member, Global Knowledge Director at Dynata
Peter Milla
ESOMAR Individual Member, Data Protection Officer at Cint


Don't wait!

Get the most out of your online samples and your partnership with sample providers. Grab your copy and build a project with a solid base: