Got enough survey responses to make your reports meaningful? Statistically significant results require an understanding of sample size. Ensure your data-driven decisions are informed by enough data to make a difference!

1. Sample Size Calculator:
Generating Value, Confidence, & Meaningful Results

2. • Want to know what your customers
think about your brand?
• Want to create engaging marketing
content and enhance customer
experience?
• The more you know about customer
psychographics and behavioral
drivers, the better off you'll be –
although that doesn't require talking
to every single customer!
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• Suppose a B2B supplier has one
mega-size client that makes up a huge
segment of its market.
• Rather than interviewing every one of
the client's employees, the supplier
might get valuable insights about the
company by connecting with only two
or three of their key decision makers.
For Example:

4. What Do We Mean When We Talk
About Sample Size?

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• While it might not be feasible to
speak to every customer or prospect,
a "sample" is just enough people to
represent the population.
• Market segmentation analysis shows
us that customers who share key
characteristics generally behave the
same way.

6. What’s the formula that a
sample calculator works
around?
• N = Market size
• e = The margin of error (as a % expressed
in decimal form)
• Z (score) = The confidence level you are
looking for (generally ranging from 80%
to 99%)
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7. How To Calculate Ideal Sample Size

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• The first thing you need to know is your
target market’s size (i.e., N above). In B2C
marketing, N may include thousands of
people, or even hundreds of thousands.
Define Your Target
Market
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For example:
• Let’s say that your key market is
Hispanic females ages 18 to 35 is
(which means millions of people!).
• Looking at this group by location –
cities like Miami, Philadelphia, and
NYC – creates reduced (but still
significant) populations.

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• When you share sample results with your
marketing team, be clear on how
confident you are with their implications.
• If these results are used to drive
decisions and motivate team members,
the results need to be as reliable as
possible.
Define Your
Confidence Level
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• If you surveyed every single person,
you'd have 100% confidence, but..
• As a responsible marketer, consider all
variables until you get down to a
sample size that:
• You can afford to survey.
• Reflects a margin of error you can
address with agility if it impacts
performance.

12. Sample Sizes In Different Situations

13. • High-confidence, strongly
representative samples with minimal
error margin are most common when
surveying employees.
• In most cases, small samples work well.
• SMB (with relatively small staffing) can
get to grips with emotions and thoughts
reliably by speaking to only a handful of
employees.
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14. Do statistically significant sample
sizes matter?

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• In some instances, even if a sample
size calculator tells you results are not
statistically significant, survey
sampling can still deliver relevant
information.

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• The more employees who respond to the
survey, the better it gets. However,
whatever input you derive from the
feedback is valuable.
• Consider the statistical significance
importance as a 5 out of 10 (moderate).
HR And Employee
Satisfaction Pulse Surveys
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• Reliant on more extensive samples than
HR surveys, but at the same time,
whatever emotions you define around
the brand (even with a small sample) can
be helpful.
• Consider the statistical significance
importance as a 7 out of 10.
Customer
Satisfaction Surveys

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• These are crucially dependent on sample
significance.
• Application in tandem with good
segmentation exercises creates balance,
but higher participation delivers higher
confidence.
• Consider the statistical significance
importance as a 9 out of 10.
Healthcare, Education, And
Mass-market Surveys
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19. The Final Word

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• Sample size is one aspect of market
research that many overlook.
• Work with a trusted partner and a
sample size calculator to establish the
right mix of variables to provide data
you can use.

21. Better data informs better
decisions. Calculate your next
move carefully!

22. Want more?
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24. Thank you!