iKOnet Panel

Our Panel

At iKONET, our panels are at the heart of how we deliver accurate and meaningful insights. A panel refers to a curated group of individuals who are selected to represent the broader population based on key demographic and behavioral criteria. We take special care in forming these panels to reflect diversity in factors such as race, gender, age, consumer behavior, occupation, and education level. Unlike general surveys, our panels are purpose-built to provide focused, relevant, and actionable data.

For instance, our Agriculture Panel includes a broad spectrum of participants — from marginal farmers and smallholders to large-scale agricultural producers. Their shared experiences offer nuanced insights into farming practices, challenges, and innovations across the sector. Similarly, our Internet Panel captures the evolving dynamics of digital engagement, while the Retailer Panel is specifically designed to collect purchasing trends and feedback directly from retail stakeholders. These targeted panels allow us to detect trends early and tailor our insights to specific industries and sectors.

For the current project, data collection will be conducted via telephonic surveys (CATI – Computer-Assisted Telephone Interviewing), drawing from our existing iKONET probability-based panel. The total proposed sample size is 16,000 participants, structured to ensure national representation across several dimensions.

Regional and Gender Distribution:

To align with India’s 2011 Census data, 30% of respondents will be from urban areas and 70% from rural areas, closely matching the national urban-rural breakdown (Census: 31% urban, 69% rural). Gender representation will be balanced at 50% male and 50% female, ensuring equal input from both groups, slightly adjusting the Census ratio (52% male, 48% female) for representational equity.

Age Profile:

Participants will be aged 18 and above, distributed as follows:

  • 18–24 years: 19.4%
  • 25–34 years: 27.7%
  • 35–44 years: 20.6%
  • 45–54 years: 11.2%
  • 55+ years: 21.5%

While the Census includes 9% of individuals aged 15–17, this project excludes that segment. Notably, older age groups (especially 55+) are slightly overrepresented to ensure their perspectives are well captured.

Language Representation:

The sample will be linguistically diverse, with interviews conducted in major Indian languages, including:

  • Hindi (49%)
  • Bengali (13.1%)
  • Telugu and Marathi (8% each)
  • Kannada (5.2%)
  • Tamil (5%)
  • Gujarati (4.2%)
  • Odia (3.6%)
  • Assamese (1.9%)
  • Punjabi (1.4%)
  • Malayalam (0.5%)

This ensures accessibility and cultural relevance across India’s linguistic spectrum.

Occupational Background:

The sample will reflect a wide range of employment statuses:

  • Students: 4.5%
  • Employed for an employer: 21.3%
  • Self-employed: 30.8%
  • Homemakers: 30.8%
  • Retired: 1.5%
  • Unemployed: 11%

This occupational mix is critical for capturing the socio-economic diversity of the population.

Educational Levels:

Participants will also represent varying educational backgrounds:

  • Illiterate: 12.7%
  • No formal education: 2.8%
  • Primary education: 35%
  • Secondary education (SSC/HSC or equivalent): 21.3%
  • Some college, no degree: 9.1%
  • Graduate/Postgraduate: 15.2%
  • Graduate/Postgraduate with a professional degree: 3.8%

This range ensures perspectives from both educated and less-educated segments are fairly included.

Phone Ownership and Internet Usage:

Since the survey is telephonic, 77% of respondents are expected to own a personal mobile phone, while 23% will use shared devices, allowing inclusion of participants with limited access to private communication. In terms of digital connectivity, 71.82% of the sample will be online users and 28.18% offline, ensuring digitally excluded groups are not overlooked.

In summary, the project’s sampling strategy is designed to be robust, inclusive, and reflective of India’s rich demographic landscape. Leveraging iKONET’s purpose-built and demographically diverse panels ensures that insights generated are both representative and relevant to policy-makers, businesses, and stakeholders across sectors.