Verve and Basis Launch Respondent Quality Initiative

Insights consultancy Verve and full service agency Basis have formed a global partnership to develop an initiative called 'CoLab' - to address the 'growing respondent quality problem'.

According to the firms, until now respondent quality models have been focused on weeding out 'bad actors' with a significant and increasing number of respondents being discarded to ensure basic data quality. They claim that their new initiative, CoLab, presents a departure from access panels, to ensure respondents are 100% authentic in the first place.

The approach borrows from the community panel model, where all respondents are recruited from genuine customer lists, then receive an engaging experience through respondent-first research design. Rune Mortensen, Group CEO at Basis, says the partnership is 'breaking new ground by unlocking the potential of highly engaged consumers'.

Andrew Cooper, founder and CEO of Verve, adds: 'We see CoLab as the start of a movement for sustainable research and high-quality data. It gives clients an answer to a very real problem for the industry - after all, without ongoing access to authentic and thoughtful respondents there is no survey research industry'.

Web sites: www.basisresearch.co.uk and www.addverve.com .