Introduction
dataSpring established its Singapore online research panels and started service on June 2014. In this article, we will share some local tips in conducting online research in Singapore.
Country Language
- National Language: Malay
- Official Languages: English, Simplified Chinese, Malay, Tamil
The survey will be conducted in either of three options below.
A. English, Simplified Chinese, Malay
B. English, Simplified Chinese
C. English
**Option A is the ideal way to conduct the survey. However since this means additional translation costs, option B or C are often practiced.
Regions Covered
Since it is geographically small, there are not many regional differences in culture and income. It is very rare to target or allocate based on the region.
Demographics and Ratio of Panel Composition
Due to a limited number of panels in the 50s age range, we conduct surveys using our best efforts depending on targeting and allocation. It's best to consult with us beforehand if you wish to conduct a study with certain profiles.
We recommend checking the feasibility of the survey in advance- possibly using our FREE IR Check tool.
| % | est. pop.1 | Ratio of Panel Composition for dS panel |
| Male | 49.94% | 50.26% |
| Female | 50.06% | 49.74% |
| 13-19yo | 6.45% | 8.37% |
| 20-29yo | 14.65% | 34.86% |
| 30-39yo | 18.72% | 29.89% |
| 40-49yo | 17.55% | 15.73% |
| 50-59yo | 10.13% | 7.32% |
| 60yo+ | 10.56% | 3.83% |
1Reference website: http://www.singstat.gov.sg/
Income
When targeting or allocating by income, it is common to design surveys according to the SEC classification. The SEC is the socioeconomic characteristic that consumer has, defined by variables such as income, educational background, occupation, and so on. It is an abbreviation for Social Economic Characteristics.
There are several definitions regarding SEC and we will refrain from describing the details, however, we will introduce you one of the categories adopted by dataSpring as below.
% Monthly Household Income
| Ratio of Panel Composition for dS panel | |
| Less than SGD 2,000 | 24.71% |
| SGD 2,000 - 3,999 | 21.55% |
| SGD 4,000 - 5,999 | 22.05% |
| SGD 6,000 - 9,999 | 9.44% |
| SGD 10,000 or higher | 7.77% |
| No Answer | 14.49% |
Local Pro Tip:
There are times when focusing on only respondents with high incomes is best - such as SEC A and B. This is because some goods in Singapore are priced higher relative to other countries; such as overseas trips and cars. On the other hand, products used daily such as drinks, foods, cosmetics, etc. can be conducted to SEC C or D or higher, or even without any income conditions.
Ethnic Composition of Our Panels
Singapore is a multiracial and multicultural country with ethnic Chinese (76.2% of the citizen population), indigenous Malays (15.0%), and ethnic Indians (7.4%) making up the majority of the population. With this in mind, we sometimes get requests to set up allocation based on ethnic composition. In consideration of our panels, we are able to conduct surveys based on natural fallout.
Precautions in Conducting Online Research in Singapore
- We cannot conduct surveys about politics or political parties due to government restrictions.
- In the cases of targeting specific backgrounds, we are able to conduct surveys based on natural fallout.
Final Words
Before conducting online or mobile surveys in Singapore, it’s important to know its basic profile. For more in-depth information, talk to our Local Experts today!
Online research panels have become one of the most important tools of the modern market researcher, and it can yield valuable insights and results if used properly. To know more about online research panels, especially in the Asian region, check out our Understanding Online Research Panels page.
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