Data Quality
High quality results, powered by humans and artificial intelligence
Whether it’s fraudulent bad-actors or lazy, multi-tasking survey takers – untrustworthy data is the most pressing concern in the market research industry today. Our industry leading four-stage data validation process ensures that you can believe in the results and make decisions with confidence.
No bots.
No click farms.
No professional survey takers.
We take data integrity seriously. Every response is verified using automated digital, in-survey, and AI checks. Before final release, a human reviews every completed survey. All bad responses are automatically replaced with new data, at no cost to you.
Four Stage Response Verification
Pre-Survey
Respondents are screened upfront to check for foreign addresses, bad cookies, duplicates, and quota/ screening qualification
In-Survey
Respondents are terminated across a set of lazy checks ensuring the respondent is attentive, able to apply logic, and providing consistent responses
Post-Survey
AI-driven scoring judges the quality of the structured response data on factors such as over/under claimed behavior, response deviation, contradiction, sentiment mismatch, speeding, smart straight lining, etc.
Manual Human Review
A human reviews the responses, AI score, and an open-ended security question before manually granting final validation
“The rigor and transparency regarding data integrity is unlike anything I’ve seen. They use all of the old tricks as well as cutting edge techniques to cut the junk”
Head of Insights
Ongoing Panel Monitoring & Testing
We continually monitor, score all sample providers using real-time checks. All panels are routinely put through our extensive quality assurance processes and are temporarily blacklisted, should they not meet our rigorous standards.
Commitment to Transparency
We offer full transparency into our data collection, processing, quality, and security practices. If ever in doubt, we are happy to audit and investigate data at a respondent-level with clients. Our goal is for clients to have the utmost confidence and trust in the insights our data are generating.