How PureSpectrum Ensures Quality Online Research Panels
Only the best respondents produce the best insights with the highest online research panel quality. Through the PureSpectrum Marketplace, we ensure that all respondents are of high quality and can contribute to your business intelligence.
PureSpectrum only selects the best panels to be part of the Marketplace through our survey data validation processes. Panels are vetted by our team for quality assurance for a number of factors including their ESOMAR 28, panel books, sign up process, quality checks, reconciliation rates and client feedback. We offer quality market research for our multi-country panels. Learn more about our audience quality checks, and how we maintain high quality supply in our marketplace.
Maintaining Quality Market Research with Deduplication Methods
Maintaining unique respondents throughout fielding is an important quality metric for online research panels. PureSpectrum ensures that respondents who have already taken a survey are blocked from taking it again. In marketplaces, respondents could potentially be served the same opportunity from two different panels, both feeding sample to the same client survey.
To maintain multisource consistency while using more than one online panels for market research on the PureSpectrum platform, each respondent is assigned a PureSpectrum Identifier (PSID) when the redirect to our systems. Not platform specific, this PSID can be used to identify unique respondents no matter what online research panel they enter from.
For example, if a respondent takes a survey through Panel 1 before qualifying for the same survey and attempting to take it through Panel 2, their PSID will be the same, caught by our systems, and they will be blocked.
Respondent Fraud Detection
PureSpectrum looks for and catches multiple different types of respondent fraud, ensuring our Marketplace has the best online survey panels:
- Link Manipulation: When a fraudster changes parts of URL in order to trick the survey and push through questions to reach incentive faster, or without answering the survey.
- Hash Failures: Hashing is a security encrypting measure put in place to prevent the URL manipulation. When a respondent attempts to tamper with the survey link, they will terminate from the survey.
- IP Validation: Respondents with risky IP addresses who could also be bots are blocked from taking surveys.
- Geo IP Validation: By tracking where an IP address is sourced, it can be determined if a respondent is where and who they say that they are. IPs that are routed are termed when ensuring quality market research.
- Device Fingerprinting: Through a combination of checks including system browser, operating systems, language settings and IP addresses, we are able to determine the uniqueness of a device.
- And more…
Survey Data Validation: Respondent Behavior
How a respondent behaves when interacting with the PureSpectrum screener and within the buyer survey is a good reflection on the quality of their answers regardless of which online research panel they are coming from. The system monitors different respondent behaviors in order to keep sample funneled into client surveys as high quality as possible.
Behavior In the Screener
In the PureSpectrum screener, we continue to ensure that respondents answer demographic questions consistently including location, age, and gender. Respondents are blocked if they are constantly answering surveys with different answers.
Behavior In the Survey
Within the client survey, we monitor for survey fraud including link manipulation and trap questions. If respondents are altering the survey or answering red herring questions incorrectly, they will be termed.
Depending on the amount and types of questions, surveys have an average length of time it takes a respondent to complete them correctly called Length of Interview (LOI). Respondents who take too long to answer surveys and far exceed the suggested LOI are termed. In the same way, respondents who speed through surveys and complete it too quickly may not have provided usable answers or committed fraud. These respondents are also termed.
Status Upon Survey Completion
If the respondent completed the survey without triggering any security checks, their answers within the survey can be considered reliable. Respondents from multiple online research panels who termed are tracked through reports, but their responses are not included in the final data set.
Tracked via their PSID, completion rates and termination rates (including why they termed) help us build a better picture of an individual respondent’s quality. See how PureSpectrum tracks and measures individual respondent quality through PureScore.