Five misconceptions about online sample

Myth 1: Suppliers guarantee real, unique & authentic participants 

Reality: Today, participants create a profile with just an email address. Few panels require proof of identity or conduct authenticity checks.

Myth 2: Suppliers limit participation to ensure fresh respondents. 

Reality: The average number of daily survey attempts is 21 per respondent. A mere 3% of devices account for a substantial 19% of all survey completions. 

Myth 3: Suppliers only use their proprietary sample for my study.

Reality: Most suppliers now act as aggregators. Even those touting their proprietary panels typically source sample from various providers to meet quotas, timelines, and budget constraints.

Myth 4: Fraud is easily identified and removed. 

Reality: Studies have shown that bad actors can easily blend into a dataset. Fraudsters are familiar with typical quality checks and can exploit any weaknesses in the system. Even AI can’t be detected with the naked eye!

Myth 5: Marketing accurately reflects suppliers' capabilities.

Reality: The online sampling ecosystem is rife with marketing materials that promise large, high-quality panels at cheap prices. In an attempt to differentiate, suppliers often make exaggerated claims.