aytm Begins Regular Publication of Quality Metrics

US-based res tech platform aytm has gone public with its data quality metrics, and says it will do so on a regular basis to promote transparency in the MR sector. The first Data Quality Benchmark Report contains every quality metric from 1.1 million survey attempts on the firm's proprietary panel, PaidViewpoint.

Headquartered in San Francisco, aytm (Ask Your Target Market) is an AI-assisted insights platform bringing together sample, qual and quant survey authoring, data analysis and insights delivery in one place, with access to 100 million respondents in 50+ countries. Clients including consumer brands, CPG companies and creative agencies use the platform to quickly optimize products, positioning and concepts with actionable data.

The new benchmark report is open to methodology audit on request, and includes the denominator and time period for each metric, allowing any insights or procurement team to verify it. The contents of the first edition show that the platform recorded a 2.6% abandon rate during the latest quarter, the lowest in six it has been measuring; and that in the post-survey cleanout, driven by its Data Centrifuge response analysis engine, a further 5.4% of qualified completes were removed. The incorrect demographics rate, a check of whether a panelist's verified profile matches what they enter in-survey, reached 1.6%, up from 0.6% a year ago - aytm says this is the results of it expanding the verification coverage that makes the measure possible.

'Data quality can be easy to claim but hard to show,' says Head of Data Quality Strategy Jonathan Goodbread. 'However, that doesn't make it any less important to the market research industry... We believe the standard should be: show your work, be transparent in your methods, publish it quarterly, and invite scrutiny.'

The report is accompanied by a seven-question guide designed for procurement and insights teams, and is available here https://aytm.showpad.com/share/nUakRnF5PYDTUfGgkdfD8 .

Web site: www.aytm.com .

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