How do you make sure the data is good quality?

We have a number of ways to make sure that there is no dodgy data. Please read our full report on “Quality in market research panels”.

For example, trap questions help us to recognise whether someone is not reading the question properly. Detection software and algorithms are used to spot when someone is answering randomly or whether the survey is filled out by bots.

We also make sure that people are who they say they are as people may just try to get extra money. Our partners comply with ESOMAR, MRS, ARF, MRIA, AMA, AMSRO and Insights Association standards, plus our national ISO standards, so there are rigorous processes all the way through.

It’s important that we carry out quality consumer surveys for comms research as the client’s reputation shouldn’t be put at risk through poor quality responses.

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