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MarketTools Rolls Out TrueSample in Europe
Online on-demand research specialist MarketTools is rolling out its online sample quality system across Europe, commencing in the UK.
TrueSample was launched in the US in April to deliver 'genuine, unique and engaged responses' from its ZoomPanel sample source and from sample sourced from its Certified Panel Partners, including new members Greenfield/Ciao and Toluna in Europe.
Efforts are focused on panel management, establishing databases of 'bad panellists' and improving research design, and through a three-step process, the information is screened to ensure it is as genuine as possible.
Drawing on methods used in other industries to solve similar problems of authenticity - such as de-duplication of customer files and machine fingerprinting to identify suspicious behaviour - TrueSample provides six layers of fraud prevention and data cleansing, which the firm says typically removes up to 25% of prospective panellists.
Frédéric-Charles Petit, CEO of European panel and survey technology provider Toluna, comments: 'We see TrueSample as an initiative which complements the technological innovations we have pioneered in order to maximize panellist engagement and data reliability.'
MarketTools offers companies a full range of market research applications and services including online surveys through its Zoomerang subsidiary and consumer data through its online panel of more than 2.5 million individuals.
Web sites: www.markettools.com , www.greenfield.com , www.ciao-surveys.com and www.toluna.com .
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