Market Tools Gets Into Sampling
MarketTools – the US based online survey outfit – today announced the roll out of TrueSample™ across Europe, starting with the UK. The company claims that TrueSample ensures that each survey respondent is “real, unique and engaged”.
TrueSample validation provides six layers of fraud prevention and data cleansing that typically removes up to 25% of prospective panelists.
“The Internet allows market researchers to reach a huge audience,” said Georges Berzgal, Managing Director, MarketTools Europe. “The problem is guaranteeing the authenticity of those responses. Now for the first time ever, TrueSample ensures that sample sourced through MarketTools and our Certified Partners is quality assured. We’re very excited about the momentum building around our approach and we are well on our way to industry-wide adoption.”
According to Andy Moore, Director Customer Insight – Global Marketing, at Vodafone, “Now that online research has come of age it needs an industry-wide approach to ensure higher quality. We support MarketTools’ initiative and believe TrueSample is a genuine step forward.”
In 2007, an estimated £2.2 billion was spent by companies worldwide on online market research that informs multi-million pound decisions about products and marketing. In the same year, one billion online surveys were completed worldwide. An increasing amount of that market research is with online panels – total spend on panel-based research was up from 18% in 2006 to 42% in 2007- and more market research is going exclusively online. But this has created an issue in confidence about the authenticity of the feedback received.
MarketTools’ TrueSample draws on methods used in other industries to solve similar problems of authenticity. Direct marketers check integrity and de-duplicate customer files on data; online banking brokerage uses machine fingerprinting to identify risky customers; and credit card processing uses measures to identify suspicious behaviour.
