At Ideally, we ensure our research is grounded in robust data by reaching a minimum nationally representative sample of respondents:
New Zealand & Australia: We survey at least n=400 nationally representative respondents.
United States: We survey at least n=800 nationally representative respondents, allowing us to understand smaller sub-groups by state.
Why these sample sizes?
Population size has no direct effect on the accuracy of our estimates once we’ve reached these sample thresholds. Instead, it’s the sample size itself that influences accuracy:
n=400 sample: Offers a margin of error under 5%, at about 4.6%.
n=800 sample: Reduces the margin of error to about 3.5%.
While increasing the sample size can marginally improve precision, the gains are relatively small compared to the cost and time involved. The sample sizes we’ve chosen strike the right balance between accuracy and efficiency, ensuring you receive reliable insights to guide your decision-making.