SurveyMonkey Sells Off TrueSample Data Quality Arm

DIY survey technology firm SurveyMonkey has agreed to sell off its online data quality arm TrueSample to a group of investors led by Five Peaks Capital Management. Terms of the deal have not been disclosed.

TrueSample is used to screen out fake, duplicate, unengaged and unqualified survey respondents, while also identifying survey design problems. The system offers panelist validation, survey validation, and a 'SurveyScore' to eliminate the need for manual data cleaning and validation.

SurveyMonkey acquired the TrueSample business in 2011, as part of a larger deal to buy its owner MarketTools (later acquired by online researcher MetrixLab). Following the sale to Five Peaks, TrueSample will operate independently under the leadership of its existing management team.

Dave Goldberg, SurveyMonkey CEO, says the sell-off will enable his firm to focus on its core business of providing self-service and real-time survey solutions.

Mark Menig (pictured), General Manager of TrueSample, points to 'a great growth opportunity out there' for the company, and comments: 'This move positions us perfectly to be an independent technology provider to our customers and we are excited to refocus the business on the rapid development and deployment of new and innovative services on the TrueSample platform.'

Web sites: www.surveymonkey.com and www.truesample.com .