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Panel Firm's Name Change Stresses Importance of Validation
US provider Return Path, Inc. has changed the name of its Market Research Solutions division from Survey Direct to Authentic Response. The new name stresses its commitment on the controversial question of validating panelists before allowing participation in online surveys.
Since 1998, Authentic Response has built one of the most highly profiled panels in MR via a network of more than 400 partner web sites. According to Jeff Mattes, the company's General Manager, 'One of the biggest problems faced by the market research community today is that of fraudulent or duplicate panelists and the lack of validation by many of the panel companies that are providing sample... We've always taken the high road, patenting the double opt -in standard used by most panel companies today. We are looking to raise the bar once again by introducing new validation practices that work to eliminate data quality concerns.'
Web sites are at www.authenticresponse.net and www.returnpath.net
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