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CASE 4 Quality
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Five Misconceptions about Online Sample

The industry's focus on volume, speed, and cost has diminished high-quality panels, leading to sample commoditization and increased fraud.


Our myth-busting series is designed for insight professionals to recognize these challenges and have more informed discussions with vendors.

Respondent Validation

Respondent Validation

Respondent Validation

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.

Response Frequency

Respondent Validation

Respondent Validation

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. 

Sample Exclusivity

Respondent Validation

Sample Exclusivity

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.

Identifying Fraud

Misleading Marketing

Sample Exclusivity

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!

Misleading Marketing

Misleading Marketing

Misleading Marketing

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.

Learn More Through These Resources ...

As Seen in Quirk's

As Seen in Greenbook

As Seen in Greenbook

Read Now

As Seen in Greenbook

As Seen in Greenbook

As Seen in Greenbook

Read Now
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