June 30, 2011
Adoption of TrueSample: Supporting Industry-Wide Quality Standards
By Efrain Ribeiro, Chief Operating Officer
Kantar’s announcement that Lightspeed Research will roll out MarketTools® TrueSample® as its quality solution for all U.S. online consumer survey-based research represents both an end and a beginning. It is the end of many months of intensive focus on this decision, but it is also the beginning of a new era of standardization for our industry.
We have long been vocal proponents for common industry quality standards and greater transparency about online panel research practices. As we continuously seek to enhance our programs, we welcome the opportunity to have our quality practices examined. Kantar is the only firm to commit all U.S. online consumer research to an automated external certified process and we hope our industry colleagues will follow our lead.
TrueSample becomes the base-level data hygiene module within Lightspeed Research’s existing online panelist and survey response quality program, branded as Lightspeed RealRespondents and Lightspeed RealResults. Application of the TrueSample technology allows us to demonstrate external certification of quality practices.
In addition, we are excited to add TrueSample’s Survey Score Predictor tool to our arsenal. The tool can measure and improve survey design before launch to increase respondent engagement. This, coupled with our experts’ survey design experience, presents an excellent opportunity for collaboration with our clients on survey design quality and can further improve the respondent experience, reduce drop-out rates, and improve quality.
By committing to TrueSample, Kantar has brought to bear its influence and industry leadership to significantly improve TrueSample’s opportunity to become the industry standard. Renee Smith, Chief Research Officer of Kantar, will co-chair the research on research subcommittee of the TrueSample Quality Council along with John Ouren, Executive Vice President of MarketTools, Inc. I will join the TrueSample Quality Council and work with other industry leaders to share our best practices in data quality and to help drive data quality initiatives.
Major clients of Kantar and Lightspeed Research have been highly supportive of this partnership. By using an external certification process and consistent base-level standards and processes, we will improve client confidence in our work.
Lightspeed Research will be focused on a U.S. rollout of TrueSample in 2011 and we will undertake identity validation of our panels in Canada, Germany, and the U.K. to support client requests and to allow time for further testing of the effects of the solution on data quality in those countries.
Category:Data Quality, Future of Online Research, Industry News, Panel Quality
Posted on June 30, 2011
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