The internet is rapidly becoming representative of the U.S. population. PC penetration and online access is at even higher rates among households with children than with the general population. Although the online population does not exactly mirror the census, in most child research assignments the goal is not to reflect the census but rather to reflect that client's consumers (i.e. have cable access, subscribe to the magazine, purchase the product, eat the food, have visited a FFHR in the past 30 days, HHs of a certain demographic profile, etc.).

Good online research practices produce a quality, targeted sample. Our approach is to utilize Panels wherein participants have been selected based on specific criteria, in the case of custom Panels created for our clients, and key demographics. Panels allow us to provide balanced, representative samples of the target population based on the geographic and demographic data of the Panel members and they offer many other advantages.