OMeBa is a data selection tool intended to make a large dataset manageable. It allows you to select and download parts of the dataset you want to analyse in detail – using your own software and statistical methods – and combine any question and variable with any other.
The OMeBa pre-sets in the areas of Infringement, Internet Demography, Spending, and Digital Generation (these can be found in the left-hand column of the OMeBa landing page) provide illustrative examples of the possibilities offered by the OMeBa interface. See below for a tutorial.
Please note that the weighted averages shown by OMeBa are just approximations, so they should be read with caution.
You can visualise trends over time by starting a new search on the OMeBa tool; select a dataset (top left of the interface); select questions and variables within that dataset; and click on the visualisation panel (the graph button on the left-hand side column) to see how those questions and variables have evolved over time. The filtering functionality of OMeBa is explained below.
A small tutorial dedicated to demonstrating the filtering functionality of OMeBa and how data relates to other data, is available as a pdf here.
The waves referred to in this documentation are as follows:
Wave 9 - March - May 2019
Wave 8 - March - May 2018
Wave 7 - March - May 2017
Wave 6 - March - May 2016
Wave 5 - March - May 2015
Wave 4 - March - May 2013
This latest wave, conducted by AudienceNet, is not yet in the tool as the data still needs to be harmonized with the five waves currently in the tool.
These are the waves that are currently available within the tool. Conducted by Ofcom and Kantar Media between 2013 and 2018 they had to be carefully harmonized using a manual process, because of changes to the naming conventions used for the questions across each of the waves.