The Online Panel Quality Debate Continues

Last week, I was in LA, hosting a session on online panel quality at Forrester’s Marketing Forum. I discussed the past, present, and future of online panel quality with Steve Schwartz from Microsoft, Maria Cristina Gomez from Procter & Gamble, and Frank Findley from ARS Group.

Online panel quality is still a major issue in the industry. The whole discussion started in 2006 with a speech by Kim Dedeker -- at that time, the VP of global consumer and market knowledge at Procter & Gamble. In it, she publicly expressed her concerns about online panel quality, how it affected their research results, and, as a result, the credibility of market research. In her speech, she stressed that, in her opinion, the industry – both research suppliers and clients – needed to focus on how to improve the overall quality of research. Her appeal to the industry was very successful. Many other research buyers weighed in with their stories, and the research providers took up the challenge. Since then, many initiatives have started, such as the ARF’s Foundation of Quality and ESOMAR’s 26 questions, as well as more technology-driven approaches like Peanut Labs’ Optimus and MarketTools’ TrueSample.

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