New Forrester report identifies importance of identity confirmation for online market research panels

Highlights solutions such as 41st Parameter's and MarketTools

In its latest report on the quality of Online Panels and the anxiety they cause market researchers, Forrester Research's Brad Bortner highlights the need for quality checks to ensure that respondents are who they say they are, that no fraud is going on, and that no one is being over-surveyed.

Brad Bortner places 41st Parameter's PCPrint technology - based on electronic fingerprinting techniques that are currently being used by key financial institutions and online merchants - at the core of a new quality initiative that online market research firms, such as MarketTools, are using to help resolve these fundamental online panel issues.

41st Parameter's anti-fraud technology is being used to machine fingerprint respondents to check survey sample and ensure that the same machine is not represented multiple times in a particular survey. MarketTools, for example, has recently integrated this technology into its TrueSample initiative to offer the highest level of data validation available from any online market research organisation.

If you would like to find out more about how market research firms can benefit from this new breed of solutions and would be interested in speaking to either Ori Eisen, 41st Parameter's Founder and Chief Innovations Officer, and/or a MarketTools representative to discuss these benefits in more detail, then please get in touch with me on +44(0)1780 721 433 or email me at mwhittaker@iba-americas.com

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