Data Quality In Online Sample
Today everyone, including survey respondents, can be increasingly anonymous online. This anonymity offers a host of issues in quantitative research, such as panel duplication, fraudulent responses, and responses from click farms or bots. Survey fraud has become an ever-morphing game of cat and mouse, requiring deduplication and fraud mitigation techniques to be fluid and dynamically adaptable.
Is Device Fingerprinting Enough?
To benefit from multiple panels, researchers need tools to prove that they can trust that respondents are unique, honest, and engaged. Device fingerprinting has become the online sample industry-standard data quality methodology. But what is device fingerprinting as it relates to market research? Device fingerprinting is a data quality technique that tracks a device to recognize if it has already responded to an online survey. Respondents are terminated if their device has participated in the same study through another panel. But what if the respondent uses multiple devices to access the same survey? A solution is needed to look at respondents longitudinally, beyond a single session or device.
Why PureScore™ Is Different
To answer this need, PureSpectrum has developed tools that offer visibility into respondent behavior beyond device fingerprinting and single-session behavior. Each respondent sourced on the PureSpectrum platform is screened by PureScore™ and supported by data scientists and quality analysts.
Below we demonstrate the two commonalities shared between device fingerprinting and PureScore™, but also the critical data quality tools that only PureScore™ brings to online sample collection:
PureScore™ technology effectively profiles the present and past behavior of the respondents to evaluate their credibility, reliability, and consistency in surveys. The further a respondent’s fraud markers and behaviors deviate from the ideal, the lower their PureScore™. Only respondents with a passing PureScore™ direct to PureSpectrum surveys.
Continuously Working to Ensure Reliability of Survey Data
PureSpectrum is committed to providing industry-leading data quality methodologies. As sample buyers’ expectation for quality respondents increases, PureScore™ will ensure they always reach them. Earlier this year, we introduced PureText™, which works in conjunction with PureScore™—utilizing natural language processing technology, PureText™ screens respondents based on their textual responses to open-ended questions. You can read more about PureText in our article, Announcing PureText™.
By constantly advancing methods to catch and prevent potential fraud and increasing data validity and reliability, PureSpectrum works hard to set the standard for data quality in the online market research industry.
Ready to experience the PureSpectrum data quality difference? Reach out to our team below:
About PureSpectrum
PureSpectrum offers a complete end-to-end market research and insights platform, helping insights professionals make decisions more efficiently, and faster than ever before. Awarded MR Supplier of the Year at the 2021 Marketing Research and Insight Excellence Awards, PureSpectrum is recognized for industry-leading data quality. PureSpectrum developed the respondent-level scoring system, PureScore™, and believes their continued success stems from their talent density and dedication to simplicity and quality.
In the few years since its inception, PureSpectrum has been named one of the Fastest Growing Companies in North America on Deloitte’s Fast 500 since 2020, and ranked for three years in a row on the GRIT Top 50 Most Innovative List and the Inc. 5000 lists.