Omnisis Boxes Ticks with New Data Quality Tool

Manchester, UK-based fieldwork firm Omnisis has launched a data quality solution called Sheep Dip, promising an improved pre-survey prepping approach.

Founded in 2002, Omnisis employs a team of operational researchers offering survey conduct and data analysis to other MR companies which don't have their own operations team in-house.

The firm says with 'the credibility of market research operations under threat due to a lack of clean data,' Sheep Dip gets in early in the process to avoid time spent cleaning and re-fielding data. This 'stops false respondents from even starting,' according to the firm, and results in an average post-survey 'kick-out rate' of under 5%, 'a far better result than normal rates of 20-25%.'

The new solution gets its name from the process farmers use to remove ticks and other parasites from sheep. MD Brian Cooper (pictured) states: 'Over the last few years, we have been patiently analysing respondent data to identify the hallmarks of low-quality respondents. Using a combination of geolocation, browser fingerprinting, text analysis and statistical engineering, we can now confidently detect and eliminate fraudulent and automated respondents in a few seconds. Don't let the silly name fool you - it saves our clients bundles of time, energy and resources.'

The firm is online at www.omnisis.co.uk .