How a LEO survey accurately reflects the population 

Market research has evolved a lot over the years. However, one element remains essential: respondents’ representation. After all, no survey has value unless it accurately reflects reality.

Thanks to the LEO panel, every piece of data we gather comes from a real person. But how do we ensure that LEO surveys really represent society as a whole?

Here’s an overview of what we do.

How does the LEO panel reflect the entire population?

With more than 500,000 members across Canada and the United States, LEO is the largest proprietary research panel in the country.

Unlike many panels, our members are n’t recruited randomly. To ensure true representativeness, we don’t rely on third-party websites or open online recruitment (often known as “river sampling”). This allows us to maintain full control over the source and quality of our members, as well as how surveys are distributed.

We use a hybrid recruitment approach, and every new member completes a detailed profile questionnaire. This process helps us build a diverse and accurately representative panel that reflects the real population.

How do you ensure that people from all backgrounds are represented? 

For every LEO survey, our samples are built using official Census data as a benchmark.

Depending on the project, we carefully balance key criteria such as age, gender, region, and language to ensure representativeness.

With over 200 profiling questions covering a wide range of topics, we can also target specific audiences. This way we target niche audiences such as newcomers, healthcare professionals, or consumers with particular habits and preferences.

When a survey is launched, how to you decide who is invited? 

Not everyone receives an invitation to take part in a LEO survey. 

First, our software uses Canadian Census data to generate representative population samples. 

Next, panelists are selected based on the project’s specific requirements (age, region, gender, and language) ensuring that each group is proportionally represented. 

Finally, invitations are sent to the selected members via email, mobile notification, or directly through the LEO platform. 

If certain groups answer more than others, how to you ensure balance? 

Some groups are naturally more likely to respond than others. To prevent imbalances, we set quotas to ensure that each demographic group has an equal voice.

We also apply weighting controls so that no segment of the population is overrepresented in the final results.

What measures are taken to guarantee reliability?

Many measures have been put in place to ensure a high-quality panel. We use many validation techniques that start as soon as members sign up.

Here are some quality control measures we put in place:

• Double validation at sign-up: we make sure that participants confirm their registration and their interest by email, showing their willingness to be part of the LEO community.
• Profile verification every 6 months: members’ profiles are then updated, and inactive accounts are either reactivated or cancelled, depending on the situation.
• Monitoring of suspicious activity: We closely track response patterns to detect unusually fast or inconsistent answers. Panelists who do not meet quality standards are promptly removed from the panel.
• Multi-step verification: We use several verification methods to identify and remove duplicate profiles.
• Open-ended response control: Open-ended answers are systematically reviewed to identify inconsistencies, copy-paste responses, or inappropriate comments. Participants whose responses do not meet quality standards are removed from the panel after verification.

In addition, we adhere to the highest industry standards for security and data protection to safeguard both our members and clients.

How do we connect with niche groups?

Some audiences (newcomers, cultural communities, business leaders, or other specialized groups) can be harder to reach.

That’s why we run targeted campaigns on social media and through specialized partners, helping us connect with a wide variety of people and ensure every voice is heard.

Why is it important for surveys to represent the entire population?

A LEO survey only has value when it truly reflects society as a whole. Representative surveys allow us to understand what people really think and feel.

Whether it helps guide business decisions, shape public policies, or track public opinion, representative data ensures credible, meaningful, and actionable results.

How Can People Join LEO? 

Anyone aged 16 or older living in Canada can sign up online or through the LEO mobile app.

Every registration is reviewed carefully. Once a member join, they can participate in surveys, earn points, and redeem them for rewards.

Join the LEO community

At LEO, our goal is simple: to give as many people as possible a voice and reflect the diversity of our society.

Behind every data point, there’s a voice that matters.

Don’t hesitate to contact us!

For more information or answers to your questions, don’t hesitate to check out our FAQ section or contact us directly.

You might also like:

• Discover the LEO Platform in 5 Simple Steps
• A Quick Guide to Understanding LEO Surveys
• Insights From the LEO Community on Key Issues Shaping 2025

For all other questions, our team is here to help!

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