Toluna has been awarded a U.S. patent for a new routing algorithm allowing dynamic profiling. The system pre-qualifies respondents on demographics such as country, age, income and education, and cross-references them with other data to establish qualification for a survey.
Toluna says that at present potential research respondents are typically screened out of four in every five surveys, causing frustration for both panel members and researchers, but the new technology puts 'the right survey in front of the right panel member, so more surveys are successfully completed'.
Frank Smadja (pictured), the firm's EVP of R&D and Technology comments: 'It's an honor to have this patent accepted by the U.S. Patent Office. Engineers seek ways to increase efficiencies and user experience. Survey routing algorithms are usually based on random processes. Dynamically pre-screening survey respondents allows us to achieve better completion rates and improve the survey experience for our users'.
Toluna already employs a Head of Global Audience Segmentation, former Microsoft and GMI exec Cindy Lemos, whose recently introduced role includes the enrichment of profiling information, combining declarative data or answers to profiling questionnaires; digitally-tracked, opt-in behavioral data and appended information from third party databases.
Web site: www.tolunacorporate.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.