You probably don’t need to read Still More Dirty Little Secrets of Online Panels. Unless, that is, any of the following in your studies would concern you:

  • Brand awareness figures that are 287% higher than they should be
  • 40% of survey respondents who don’t read the concept you show them before they answer questions about it
  • Attitudes about immigration that are 121% more restrictive than what the American public actually believes
  • Respondents telling you they spend 16 times more on medical care than the reality
  • 39% claiming familiarity with brands that don’t even exist

Still More Dirty Little Secrets of Online Panels report cover
Does This worry You?

It should!

If you find any of these issues distressing, don’t miss the opportunity to request Still More Dirty Little Secrets of Online PanelsWe’ll be happy to send it your way without cost (just e-mail with your request).

Our 2009 report Dirty Little Secrets of Online Panels created a major stir in the insights community. We followed it up in 2012 with More Dirty Little Secrets of Online Panels, which caused a lot of waves again. Now we’ve teamed up with field agency Harmon Research for Still More Dirty Little Secrets of Online Panels. And unlike most Hollywood horror sequels, this time, the third in the series is the scariest.

Three huge problems

The three most frightening findings for researchers:

  • In our recent test involving five of the ten largest online panels, we had to toss out 46% of all respondents for multiple egregious problems or outright fraud.
  • The respondents we identified as poor quality gave responses that were dramatically different from our valid respondents.  This clearly demonstrates how unfit they are to be included in a legitimate study.
  • Field agencies tell us at least 90% of survey researchers are not taking adequate steps to identify and eliminate bogus respondents.

So what we’re saying is there’s a really good chance these poor quality online panel respondents are infecting your data and changing your results.  Think your vendors are handling this for you so you don’t have to worry about it?  Think again.  Most researchers on the client side and on the vendor side are not taking sufficient steps to ensure data quality.

Why read this report

If you’re not aware of the problem, read this report. If you think it’s just a small problem, read this report. If you know it’s a big problem but don’t know what to do about it, read this report.  If you’re aware of the problem and think you or your vendors have got it handled, READ THIS REPORT.

We’ll show you exactly how the typical online panel study is collecting bogus responses, and what we’re doing about it.  We’ll show how these fraudulent respondents are poisoning your data with examples from research involving financial services, brand awareness, charitable donors, public policy, purchasing habits, and concept testing, among others.

Grey Matter Research has created ways to identify and eliminate fraudulent and disinterested respondents, and we do this in every panel study we conduct for our clients. Nine out of ten research vendors aren’t doing enough – are yours?

Please email for a free copy of the study.


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