The pursuit of more data often leads to longer surveys, but this can come at a hidden cost.
WhitepaperMaximizing Data Quality: The Hidden Costs of Long Surveys and How to Avoid Them
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Certified Sample
In today’s research landscape, the integrity of your data is paramount
At Angus Reid Group, our Certified Sample is built on the foundation of the Angus Reid Forum, a proprietary opinion community spanning North America, and fortified by our advanced Survey Sentinel™ system.
The Foundation: Angus Reid Forum Panel
The Angus Reid Forum (ARF) is not just any research panel—it’s a rigorously vetted community of real people, genuinely engaged and eager to share their opinions.
The Angus Reid Forum (ARF) is not just any research panel—it’s a rigorously vetted community of real people, genuinely engaged and eager to share their opinions. This diversity and thorough profiling allow us to tap into a representative national or regional sample and target hard to reach audiences like B2B decision makers and hard to reach participants with more diverse backgrounds.
Key attributes of the Angus Reid Forum
Recruitment
Our panelists are recruited through a diverse array of channels, avoiding the biases inherent in sourcing from existing databases like loyalty programs or customer lists.
Profiling
Our panelists are progressively profiled on demographic variables and a wide range of other topics, allowing you to reach highly targeted and diverse segments.
Reliability
Consistent, reliable data is a cornerstone of the Angus Reid Forum. We conduct ongoing reliability surveys, tracking the same questions to ensure that the data remains consistent and trustworthy over time.
Asking good questions is an art. Getting answers you can trust is a science.
Here’s three key questions you should be asking before yourself:
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Can you trust your data in 2024?
The more you know about a survey respondent and how they were recruited, the more certain you can be that they are a real person whose answers you can count on. At Angus Reid Group, we run carefully targeted recruitment campaigns to attract members to the Angus Reid Forum. These members undergo a series of engagement surveys, which are scrutinized before they are accepted into our community, ensuring that your data is sourced from real, engaged individuals.
How reliable are these responses?
Reliability is crucial in research. If you keep asking the same question, you should keep getting the same answer. We conduct ongoing reliability surveys, repeating the same questions at regular intervals. The results speak for themselves: our data remains consistent, with any variations well within the expected range for nationally representative samples. These straight lines may be uninteresting to look at, but they are a testament to the boringly reliable nature of our data.
Are these answers from real people?
In an age where AI-driven bots can mimic human responses, ensuring the authenticity of survey answers is more challenging than ever. That’s why we developed Survey Sentinel™, an AI-driven tool that uses advanced pattern detection algorithms to identify bots, bad actors, and poor-quality responses. With Survey Sentinel™, you can trust that the data you receive is clean, accurate, and sourced from real people.
Survey Sentinel: Your Defense Against Fraud
Survey Sentinel™ is our advanced, AI-driven system designed to combat sophisticated fraud threats. This multi-pronged approach ensures that even the most subtle forms of fraud are identified and eliminated, safeguarding the accuracy of your insights.
Advanced Pattern Detection
Identifies irregular response patterns, effectively filtering out bots and ensuring your data reflects genuine human behavior.
Knowledge Traps & Hidden Questions
Deploys traps that only humans can navigate, catching bots that might otherwise evade detection.
IP Address Monitoring
Identifies and eliminates duplicate IP addresses, reducing the risk of data manipulation.
Open-End Analysis
Employs AI to detect duplications and references from web sources, ensuring that open-ended responses are authentic and meaningful.
Time Stamps
Tracks how quickly respondents complete surveys, flagging those who rush through without providing thoughtful answers.
Continuous Evolution
Survey Sentinel™ is continuously updated with new tools and methods, adapting to emerging fraud tactics to maintain the highest standards of data integrity.
Certified Sample: A Commitment to Data Integrity
At Angus Reid Group, our Certified Sample is built on the foundation of the Angus Reid Forum and fortified by the Survey Sentinel™ system. This layered approach combines the reliability of our trusted panel with advanced fraud detection, ensuring that your data is accurate, reliable, and actionable.
The Cost of Compromised Data
Fraudulent data can distort research results and lead to misguided decisions with real-world consequences. For example, in a climate change study, fraudulent responses inflated skepticism from 15% to 27%, potentially impacting campaign direction, market sizing, and strategy development.
Real-World Impact of Certified Sample
In a B2B tracking study for an agricultural product, Survey Sentinel™ detected a suspicious increase in brand awareness. Upon investigation, it was revealed that one supplier’s sample was artificially inflating these figures by providing fraudulent responses. By identifying and removing these fake respondents, we restored the study’s accuracy and integrity.
In a multi-country public opinion study, Survey Sentinel™ identified a more sophisticated form of fraud. Bots were programmed to agree with nearly everything—sometimes subtly varying their responses to avoid detection. However, our system’s advanced pattern recognition algorithms detected these anomalies, ensuring that only valid responses were included in the final analysis.
Ensure your decisions are based on data you can trust. Contact Angus Reid Group today to learn more about how our Certified Sample, powered by the Angus Reid Forum and Survey Sentinel™, can safeguard the integrity of your research.
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