comScore understands that smart business decisions depend on sound data. The comScore methodology employs a multitude of techniques to ensure that comScore’s audience estimates achieve a high degree of precision. All demographic segments of the online population are represented in the comScore panel, with large samples of participants in each segment.

As part of its statistical projection processes, comScore determines the size and characteristics of the total online population via a continuous survey spanning tens of thousands of persons in the U.S. selected through random recruitment methods. Respondents are asked a variety of questions about their Internet use, and descriptive information about their households is collected. The result is a precise and up-to-date picture of the online universe to which the comScore sample is then statistically projected.

The combination of large samples across demographic segments, coupled with a precise view of the total online universe, allows comScore to statistically weight its sample data to address the possibility of over- or under-representation of any segment in the panel.

The comScore Statistical Services team is made up of industry experts with decades of experience in the science of continuously projecting sample-based data for consumer research.