SSI Adds Verity to Validation Service

Survey Sampling International (SSI) has extended its partnership with application developer Imperium by integrating the latter's advanced data validation software.

Imperium's 'Verity' system compares respondent demographics to multiple databases, to confirm identity data such as name, address and date of birth. It has been designed to help reduce fraud, and provides a six-point 'V-Score' system that enables users to 'accept' or 'reject' potentially fraudulent individuals.

SSI already incorporates Imperium's RelevantID digital fingerprinting tool into its validation service, to ensure reliability of online sample but describes the latest addition as 'stringent'. Verity utilizes proprietary digital fingerprinting technology to gather a large number of data points from the respondent's computer while using artificial intelligence to assign a relative weight to each data point.

'By partnering with Imperium, we are incorporating cutting-edge technologies into our quality processes, so clients can always trust the integrity of their sample,' stated SSI CEO Kees de Jong. 'Verity will be an integral part of our rigorous quality checks to verify and de-dupe respondents, as well as built-in approaches to balance sample and control overlap.'

Web sites: www.surveysampling.com and www.imperium.com .