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GMI to Give Panels the 'X' Factor
Software and panels firm GMI has announced 'the GMI X vision', a series of enhancements to its sampling and quality technologies, aimed at delivering 'the right information from the right people at the right time'.
Over the next quarter, the firm will launch a set of technologies which promise 'to provide uniquely identified online respondents from around the globe by rigorously evaluating their authenticity - starting at registration and continuing throughout the study lifecycle.' The firm will combine respondent self-declared information with observed online behavior through the panelist's life.
Initial steps in the program centre around enhancing panel quality:- A higher quality bar for new panelists, including respondent source validation, fraud and location detection, and duplication prevention
- Expanded respondent profiling
- Strengthened in-study quality controls 'to ensure unique and thoughtful responses'
- Improved incentive redemption monitoring to help identify and remove undesirable respondents.
President and CEO Mike Brochu comments: 'GMI X is more than a set of technologies. It is a comprehensive approach to market research where we evaluate the quality and reliability of the information at every step of a study.'
According to CMO Luis Salazar, 'There are no shortcuts when it comes to quality.' Salazar believes the panel quality debate needs redefining: 'The focus needs to evolve beyond the discussion of proprietary panels versus social networks. It is not about the respondent source, but about the technologies used to guarantee the quality and reliability of the sample. It's also about the ability to target the right people at the right time, so our clients can get the right information.'
Founded in 1999 with global headquarters in Bellevue, Wash., GMI has operations on four continents and is online at www.gmi-mr.com .
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