The notion that consumer sampling is only as good as the sample seems straightforward enough, but new insights reveal that companies relying on shopper research may not be getting the whole or the right picture of their audience. According to a recent white paper from the 84.51° retail data science arm of The Kroger Co., there are some notable shortfalls in traditional sampling methodologies.

The paper is based on an 84.51° study of the quality and effectiveness of different consumer research formats. “We wanted to understand how sampling has an impact on research and research outcomes,” Nancy Reilly, VP of consumer research, told Progressive Grocer in a recent interview.