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A panel is a group of people that we’ve chosen to represent a larger universe of people. Since it’s not feasible to include everyone in a specific geographic area, like a country or city, we use sophisticated sampling and statistics to ensure that the sample we use is representative of the larger population. How do we do this? Our data scientists create miniature populations that mimic the behavior of the larger overall populations. In that way, we can accurately understand the behavior of a larger population without actually engaging with each and every person in that larger group.

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