What is a
Confidence Level?

Understanding confidence levels is essential to good quantitative market research. The term describes the likelihood that results emerging from a survey are representative of the audience consulted. It is usually quoted in the form of +/-x% points. The larger the sample the more likely it is the research will equip the client brand with an accurate picture and effective recommendations. Ignoring confidence levels is one of the biggest errors we see in the implementation of Customer Experience programmes. In doing this, companies risk making managers ‘busy fools’ by developing tactics to address problems that are nothing more than statistical error. The chart below shows the confidence level attached to different sample sizes.

What is a Confidence Level?

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