OTX Engine Combines Security and Engagement

Hi-tech researcher OTX has launched a new sampling engine, OTXCortex(sm), promising high quality data, new levels of security and an improved survey-taking experience for consumers.

OTX Cortex offers better targeting of hard-to-reach consumers, ensuring their appropriateness for each survey, and faster delivery of complex client quotas, intelligently balancing sample sources across many demographic and attitudinal data points and conducting real time 'live' analysis and screening of incoming consumers.

New digital fingerprinting technology augments the firm's flagship de-duplication technology and allows it to track 'undesirable consumers' in a central database over time, barring them from surveys. However, in keeping with the call to improve experience, it also makes use of stored user profile data from previous sessions to allow a much shorter pre-qualification process for surveys.

COO David Shanker comments: 'Clients said they were concerned about the quality of the survey-takers, and those same survey-takers said they were frustrated with the survey experience. So we listened to both and built Cortex.'

OTXCortex technology will be applied to all of OTX's 60+ global sample partners and sources. Survey-takers will be given the opportunity to rate their survey experience, and the ratings will be passed on to clients to fuel improvements in design.

OTX, which specialises in innovative, cutting edge research products and analysis for the marketing, entertainment and advertising communities, has grown rapidly to become the 20th largest research agency in the U.S. and the 24th largest globally. It has offices in London, LosAngeles, New York, Cincinnati, Miami, and Chicago and is online at www.otxresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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