Your data might be lying to you, and you wouldn’t even know it!
Discover the hidden biases that can arise when researching sensitive topics like cannabis usage and sports fandom. Full Circle CPO Alexandrine de Montera and Performance Research President Jed Pearsall dive into the importance of balancing on starts versus completes in survey research.
If you’re involved in market research, sponsorships or advertising in fast-evolving cultural landscapes—or are simply curious how Full Circle approaches balancing on 100% of our work—this educational webinar, hosted by the Market Research Institute International (MRII) and moderated by MRII President Ed Keller, is a must-see.
Key Take-Aways
- Dropout bias can distort your insights
- “Starts” may better reflect your true audience
- Challenging traditional quotas exposes stark deviations in results
A quick definition of “balancing.”
In sampling, we often apply demographic quotas so our results reflect the general population. “Balancing” refers to when those quotas are applied.
Balancing on starts means quotas are filled at the moment a participant enters the survey. At Full Circle, we use the US 2025 Census to balance on starts. Balancing on completes means quotas are filled after the survey is finished.
Sounds subtle, but the implications are huge—for sensitive topics in particular.
Why balancing on starts matters.
Balancing on starts gives you a more complete view of the population. Not just the loudest or most passionate, but also the hesitant, conflicted or quiet middle. As long as you use strong hygiene, you’ll still get clean, valid data, while protecting yourself from response bias. Remember: Respondents who complete surveys on touchy subjects are not average users; they’re likely more open, experienced or interested. Not a bad thing, but not the whole picture.
“When we looked at the full picture—including those who started but didn’t finish—the tone shifted completely. This isn’t just a nuance. It’s the difference between safe strategy and risky assumptions.”
– Alexandrine de Montera, Full Circle CPO
Download the webinar deck.
Take a closer look at our presentation’s supplemental content. Click the deck to open!
Ready to learn how balancing on starts can help your clients make smarter business decisions? Contact us here, email our CRO at gabew@ilovefullcircle.com or call 877-543-7126.
