Requirements

When we use an assumption or proxy, we must make it so the client understands what we are doing and how we have structured the research.

• Use notes to share your reasoning for assumptions and proxies within the findings. Remember to summarize it in the Research Strategy briefly.
• In the Research Strategy, explain your assumptions and/or proxies. Provide a logical explanation of the reasoning behind any assumptions made or proxies used.
• You will NOT address your assumptions or proxies in your Summary.

Example

For this example, we are providing a demographic of cereal purchasers, but we had to use a proxy. Read on to see how to incorporate this into your Research Strategy and notes.

You will use notes in the section they are most appropriate, so in this case, we will add a note before we share the demographics.

Using Proxies

Proxies are secondary data points used to represent related data points when we cannot find primary data points. In other words, it is a substitute for what the client requested.

Proxies are regularly applied in triangulation. But be careful! Proxies used in triangulation must be very close to the original data the client is asking for; otherwise, you’ll have to prepare a client update.

Communicating Proxies to the Client

Clearly explain a proxy to the client so they are 100% sure we made the right decision to proceed in this manner.