Kantar has entered into a partnership with Google Consumer Surveys, whose panels it will 'validate' by monitoring their accuracy, responsiveness and representativeness.
Launched in 2012, Google Consumer Surveys combines DIY surveys with access to targeted respondents, costing users a fixed fee per response from selected persons accessing premium content pages in Google's publisher network. In 2014, Kantar's online specialist Lightspeed GMI launched a service called Survey Cycle, combining its research design and project management skills with Google Consumer Surveys, to deliver 'micro surveys' comprising ten questions or fewer.
Kantar President Wayne Levings says the new combination will unlock new value and resources for clients. Dylan Lorimer, Product Manager for Google Consumer Surveys, adds: 'We're excited to partner with Kantar to help us evaluate the quality of our panels, as we expand our presence globally. Their expertise, deep industry and market knowledge combined with our technology, platform and reach ensures the best quality research for our users'.
Web sites: www.kantar.com and www.google.com .