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Lightspeed Launches Sample De-dupe Solution
Online panel specialist Lightspeed Research has launched a sample de-duplication platform that prevents respondents from retaking a survey from the same computer, through either multiple panels or by using multiple identities.
The new Machine ID real-time system, which is based on more than 25 data points identified by the firm's technology, is the third component in the company's Data Quality Program.
Earlier in the year, the firm launched a real-time verification process, RealRespondents, which identifies and prevents fraudulent applicants from joining its proprietary consumer panels; along with Lightspeed RealResults, which uses the firm's technology to identify and remove poor survey data.
'Panel and data quality have always been a primary focus for us,' said President and Group CEO Anne Hedde. 'Not only do our tools allow us to verify legitimate panelists during registration, but they also provide us data over time that will help us identify patterns associated with fraudulent activity.'
The system is currently available on the firm's North American panels and key partner samples, and plans are underway to launch it across European and Asia Pacific panels throughout 2009.
Lightspeed Research is part of WPP's Kantar group and is online at www.lightspeedresearch.com .
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