Researchbods Launches Survey Data Integrity Arm

Leeds, UK-based consumer intelligence firm STRAT7 Researchbods has opened a business unit dedicated to ensuring the integrity of respondents taking part in online quant surveys.

The firm is part of global insight and customer analytics group STRAT7, and works with clients across retail and FMCG, financial services, media and technology, travel and entertainment, and pharmaceutical and healthcare sectors, helping brands engage with consumers through its insight community platform ex-plor.

The new data integrity initiative uses a framework to assess the validity of global respondents, combining technology-enabled tools with human intervention to monitor behaviour across various survey touchpoints. The framework first confirms that the person completing the survey is a real human being, before measuring the plausibility and reliability of their answers - with all checks cross referenced to create a unique integrity score for each survey respondent.

Thomas Bates (pictured), Head of Client Services for the Global Data Collection division, comments: 'Researchbods has adopted this strategy on the back of estimates from industry bodies that global survey fraud - bot farms, ghost completes or professional panellists with multiple online personas - accounts for hundreds of millions of pounds each year. We not only have to get ahead of this issue, we need to stay ahead. As such, our newly created business unit is dedicated to checking the integrity of each and every completed survey we collect'.

Data integrity team members include Mia McKeown and Maria Petrova, data processing specialists promoted from within the global data collection division.

Web site: www.researchbods.strat7.com .